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'

Published On
Nov 01, 2021

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 Paris
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

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