Lego's interactive billboards let you build with a hand gesture

Campaign follows opening of 'Solo: a Star Wars Story'

Published On
May 29, 2018

Editor's Pick

Following the premier of "Solo: a Star Wars Story," Lego is promoting its Star Wars-themed brick sets in the U.K. with an interactive outdoor campaign that lets people "build" with a swipe of their hands.

The interactive campaign uses gesture sensor technology inviting passers-by to engage with Lego sets on-screen. Each person is prompted to choose a side and start building the spaceships of the new galaxy. The faster they build, the higher the score on the force meter as they strive to "become a true Jedi Master." Participants are rewarded with the opportunity to "take a photo with the crew," to share on social.

The week-long campaign was a collaborative effort, conceived by Initiative, with production, animation and interactive build by Grand Visual. It's running at U.K. shopping malls London's Bluewater and Newcastle Metro Centre.

One feature in Lego retail shops (at least in the States) allows kids to hold box sets in front of a screen to unlock a special animation via AR. It would be a lot more fun if this idea of active building could be incorporated into the in-store experience as well.


May 29, 2018
Brand :
Digital Production Company :
Grand Visual
Senior Communications Designer :
Mirella Cybulska
Communications Design Manager :
Jack Winter
Creative Director :
Ric Albert
Production Director :
Nadiya Abubakar
Technical Director :
Keira Kaine
Chief Creative Technology Officer :
Dan Dawson
Developer :
Mark Philips
Group Account Director :
Natasha Rufus-Smith
Creative Assets :
Dazzle Ship
Limited Space :
Limited Space

Need a credit fix? Contact the Creativity Editors

Project Type