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.”