New LEGO® campaign shows how creative problem solving can reunite and Rebuild the World

Playful new iteration of the LEGO Group’s global Rebuild the World brand campaign celebrates children as the masters of creative problem solving.

Knight in River - LEGO Rebuild the World

Billund, September 20th, 2021 - The LEGO Group has launched a playful new iteration of its global Rebuild the World brand campaign. Now in its third year, the 2021 Rebuild the World campaign celebrates children as the masters of creative problem solving and shows what can be achieved when people work together to overcome differences or challenges.

The main film is centered on the story of a Knight whose attempts to cross a river to see a friendly bear keep failing. Seeing the Knight’s dilemma, a whole town comes together and pools their varied skills, perspectives and talents to find a way to reunite the friends. As the Knight finally conquers the river crossing, the film playfully reveals how the story and the solution to the challenge have been imaginatively conceived by a group of children building, unbuilding and rebuilding through LEGO® play.

The LEGO System in Play has long been the ultimate platform for creative problem solving. Just as the children in this campaign come together to build and test different solutions, with LEGO play children can build anything they can imagine, trial it, work out how to improve it and rebuild it. The process helps children develop life-long skills such as creative problem solving, communication and resilience that many parents see as being key to helping their child be successful in the future(1).

The playful film is accompanied by a number of humorous visual stories that depict the endless ways LEGO® bricks can be used to overcome barriers and reunite old friends. One of the fantasy visuals shows a hippo looking longingly at bird flying in the sky, before the problem is solved; the hippo is given LEGO wings and joins them. Another features a pig who wants to see eye to eye with a giraffe – a dilemma that’s easily fixed by adding bricks to increase the pig’s height.

Buddy Booster - LEGO Rebuild the World
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, said: “We remain in awe of the creativity, optimism and resilience that children show every day – and how, through play, they can develop the essential life skills not only to imagine, but to create, a brighter future. The Rebuild the World campaign is a celebration of this and provides a showcase for the inspiration that we can all get from coming together and collaborating creatively to overcome challenges.”
Catapult - LEGO Rebuild the World

The campaign was created by the LEGO Group’s internal creative agency, the LEGO Agency. 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 in over 20 countries. It will also be supported by a global creator campaign, as well as a series of activations and events in markets where the LEGO Group has a presence.

To find out more about the LEGO Group’s Rebuild the World campaign, visit: LEGO.com/RebuildtheWorld


Notes to Editors

(1) According to the LEGO Play Well Study 2020, the top 5 skills that parents feel are most important to their child’s future success and wellbeing are confidence, resilience, communication, problem-solving and decision making.

For more information, please contact media@lego.com

Campaign Credits

The LEGO Agency
Vice President LEGO Agency: Rasmus Juel Mygind
Head of Creation: Pete Johnson
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Jon Wicks, Anstice Murray and Lucas Reynoso Vizcaino
Global Sr. Communications Partner: Maria Sanziana Fanica
Global Strategist Director: Kevin Mercer
Global Sr. Project Manager: Preben Jespersen and Malene Kallestrup
Head of Production: Charlie Cooper Henniker
Senior Lead Producer: Uffe Bryld
Senior Film production Manager: Mette Søgaard Lorenzen
Post Production Manager: Lene Williams
Sr. Digital Content Manager: Kenneth Sanchez
Brand Development Marketing Team: Vice President - Alero Dawn Akuya, Senior Director - David Hall, Director - Kristofer Alan Crockett and Sr. Project Manager - Lauren Charman

External Partners
Directors: Traktor
Production Company: Stink Paris
Executive Producer: Vincent Rivier & Helene Segol
Producer: Richard Ulfvengren
Service Company: 247xRadioaktive
Executive Producer: Monika Urbańska
Producer: Maria Mazurczak
Production Manager: Anita Kozłowska
Cinematographer: Matyas Erdely
Production Designer: Agustin Moreaux
Art Director: Paweł Dąbrowski
Costume Designer: Pati Fitzet
Post Production: MPC
Post Producer: Anandi Peiris, Solomon Tiigah
Post Supervisor 3d: Fabian Frank
Post Supervisor 2d: Kamen Markov
Colourist: Jean-Clement Soret
Edit house: Final Cut
Editor: Ryan Beck
Music Supervision: Finger Music
Music Producer: Clare McGrath
Music Composer: Craig Brown
Sound Design: Machine

About the LEGO Group

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com.

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