LEGO CHRISTMAS
We launched the new tagline ‘Rebuild the World’ in the Christmas shopper environment with imaginative ‘rebuilds’ bursting out of a gift box. The models were things that kids love, but with an imaginative twist: a princess-rocket-tower, a flamingo-dragon, a car-boat-plane.
Our Bursting Box appeared in LEGO retail and affiliated stores worldwide – the first time the same creative was used across the board. And our call-to-action, ‘Change everything with a gift,’ was translated for every market.
The box and models were shot in London using special builds created in Denmark and flown over by one of the LEGO Group’s amazing Brick-Doctors, who remained on set throughout and ready to scrub in, when required.