A new campaign from the Lego Group celebrates the magic of the everyday as experienced by children through Lego play.
Lego has unveiled its new holiday ad campaign, which showcases families coming together and experiencing the joyful and humorous adventures that children create and explore as they build, unbuild and rebuild with Lego products.
The new creative is part of the company’s Rebuild the World brand campaign. It journeys through a whimsical adventure created by families building and playing together. Every story, animal and vehicle in the ad is based on existing Lego products; princess knights calm dragons, astronauts celebrate their marriage with dinosaurs and a giant chicken, and a Star Wars AT-AT takes a nap mid-crusade.
The storyline is set to a bespoke reimagining of ‘What a Wonderful World’, remastered to celebrate the optimistic outlook of children. The instrumental was recorded with the City of Prague Philharmonic Orchestra.
Families will also be able to listen to Spotify-curated playlists inspired by some of their favourite hobbies, interests and themes from the campaign as they explore Lego building together. Examples include a galaxy-transporting Lego Star Wars playlist, an adrenaline-fueled list inspired by vehicles, and a collection of music for animal lovers.
The fully integrated global campaign will run across a variety of channels including TV, digital, Spotify, out of home, e-commerce channels and in Lego stores. Shoppable formats of the ad will be used to help parents easily purchase the Lego products that inspire children.
Julia Goldin, chief marketing officer, the Lego Group, said: “Our new campaign is a celebration of the creative power and optimism that children possess. We’ve seen so many families building together this year, giving parents a chance to experience and appreciate how children can build, unbuild and rebuild the world around them using Lego bricks. We want to inspire people of all ages to play and unleash their creativity this holiday season.”