Lego's holiday ad stars Storm Troopers fleeing from bees, water-spraying dragon and more
Traktor directs blockbuster spot set to reworked version of Queen's 'Don't Stop Me Now'
Editor's Pick
Lego's "Rebuild the World" campaign is back once again for the holidays, this time set to a reworked version of the uplifting Queen classic "Don't Stop Me Now."
Since the outset, the campaign has celebrated how kids' creativity can change the world, and how by combining different Lego brick sets, they are able to create something brand new. That continues in the holiday spot, which touches on themes including the environment, gender and diversity. The fun-filled, action-packed scenes feature a dragon that sprays water rather than fire, giant bees attacking Star Wars Stormtroopers, cacti wearing Lego Dots jackets that allow them to make friends with balloon dogs, a princess driving a racing car and a billboard featuring the title "Romeo and Julio."
Like many of the previous efforts in the series, the film was created in-house and directed by Traktor via Stink Paris. Post-production is by MPC. It's a playful and uplifting watch for both kids and adults to enjoy.
The global campaign will run across multiple channels including TV, digital, Spotify, Snapchat, out of home, social and e-commerce, and in Lego stores. Shoppable formats will also connect consumers to where they can purchase the sets used in the film. The wider campaign also includes two sets of rebuilding instructions, allowing kids to transform two different sets into something new. The Lego Friends Fortune Teller Magical Caravan can become an electric sports car while the Lego Technic Monster Jam Digger Pullback can be rebuilt into a fire fighter plane. Both are available via the Rebuild the World website.
"As with everything we do, this campaign is inspired by children whose extraordinary imaginations show us that the world is full of possibilities," said Julia Goldin, chief product and marketing officer at the Lego Group, in a statement. "Whatever a child’s passion —whether it’s vehicles, animals, superheroes, arts and crafts, or something entirely different — with Lego Play they can explore and rebuild the world around them while developing skills such as creative resilience, communication and the confidence they need to thrive in it.”
Credits
- Date
- Nov 01, 2021
- Client :
- Lego
- Agency :
- Lego Agency
- Vice President LEGO Agency :
- Rasmus Juel Mygind
- Head of Creation :
- Peter Johnson
- Global Creative Lead :
- Lucas Reynoso Vizcaino
- Global Creative Team :
- Leah Mababangloob
- Global Creative Team :
- Gonzalo Torres
- Global Creative Team :
- Carlos Ramas
- Global Creative Team :
- Martin Rathschau
- Global Creative Team :
- Lucas Reynoso Vizcaino
- Sr. Global Communication Partner :
- Mélanie Cumbo
- Global Brand Strategist :
- Kevin Mercer
- Global Communication Strategist :
- Ben Campbell
- Global Project Manager :
- Malene Kallestrup
- Head of Production :
- Charlie Cooper Henniker
- Senior Lead Producer :
- Michael Toft Adelholm
- Senior Lead Producer :
- Uffe Bryld
- Senior Film Production Manager :
- Mette Søgaard Lorenzen
- Post Production Manager :
- Lene Williams
- Sr. Content Planner :
- Kenneth Sanchez
- Brand Global Marketing Development Team :
- Alero Akuya
- Brand Global Marketing Development Team :
- Charlotte Lor
- Brand Global Marketing Development Team :
- Lauren Charman
- Brand Global Marketing Development Team :
- Victoria McElhinney
- Director :
- Traktor
- Production Company :
- Stink Films
- Executive Producer :
- Vincent Rivier
- Executive Producer :
- Helene Segol
- Traktor Producer :
- Richard Ulfvengren
- Service Company :
- 247
- Service Company :
- Radioaktive Film
- Service Company :
- Monika Urbańska
- Service Company :
- Maria Mazurczak
- Service Company :
- Anita Kozłowska
- Cinematographer :
- Matyas Erdely
- Production Designer :
- Agustin Moreaux
- Art Director :
- Paweł Dąbrowski
- Costume Designer :
- Pati Fitzet
- Post Production :
- MPC
- Post Production :
- Anandi Peiris
- Post Production :
- Solomon Tiigah
- Post Production :
- Fabian Frank
- Post Production :
- Kamen Markov
- Post Production :
- Jean-Clement Soret
- Edit :
- Final Cut
- Edit :
- Ryan Beck
- Music :
- Finger Music
- Music :
- Clare McGrath
- Music :
- Craig Brown
- Sound Design :
- Machine
- Sound Design :
- Matej Oreskovic
- Sound Design :
- Ghazal Zargar Elahi
- Sound Design :
- Alex Bingham
- Sound Design :
- Ben Gulvin
Need a credit fix? Contact the Creativity Editors