New LEGO® Holiday campaign celebrates the limitless creativity of children’s imaginations

Billund, November 1st, 2021: The LEGO Group has launched a new campaign that celebrates the magic and creative potential of children’s imagination this Holiday season. This year’s festive campaign shows how LEGO® play helps to unlock children’s creativity as they build, unbuild and rebuild the world around them for the better.

The hero film takes us on an enchanting journey through children’s boundless imaginations as they use play to bring people together and overcome challenges – with every character, animal, and vehicle in the colourful adventure built using the LEGO System in Play.

Backed by a reimagined version of Queen’s pop classic ‘Don’t Stop Me Now’ – the film sees giant bees scaring away LEGO Star Wars™ stormtroopers, a fire-fighting dragon spraying water rather than flames, and cactuses that are given glamourous LEGO tile jackets so they can cuddle up to balloon dog friends. Shoppable formats will be used to help gift givers easily find the LEGO products that inspire the children in the film.

Photo stills from the campaign video

Developed by the creative team from the LEGO Agency, the fully integrated global campaign will run across a variety of channels including TV, digital, Spotify, Snapchat, out of home, social and e-commerce, and in LEGO stores. The film was created by a multi-award-winning team, including direction by Traktor, production by Stink Paris and post-production by MPC.

Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, said; “As with everything we do, this campaign is inspired by children whose extraordinary imaginations show us that the world is full of possibilities. 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.

Photo stills from the campaign video

As part of the Holiday campaign, the LEGO Group has also created two sets of rebuilding instructions. Each is designed to help kids and parents transform existing builds into completely different creations and show the endless rebuilding potential of the LEGO System in Play. The LEGO® Friends Fortune Teller Magical Caravan (41688) is transformed into an electric sports car and the LEGO® Technic™ Monster Jam Digger Pullback becomes a fighter pirate plane. The instructions for both rebuilds are live on LEGO.com/RebuildtheWorld.

Running alongside the Holiday campaign is the LEGO Group’s annual #BuildToGive initiative. For the fifth year running, #BuildtoGive will encourage families to come together and get creative with LEGO bricks to help a child in need. For every star built and shared on social media or LEGO Life using the hashtag #BuildToGive before the end of December, the LEGO Group will donate a LEGO set to a child in need, giving up to 1.5 million children in hospitals, children’s homes, and vulnerable communities the chance to play this holiday season. To find out more, visit: LEGO.com/BuildToGive.

The new Holiday campaign and #BuildToGive initiatives are both part of the LEGO Group’s Rebuild the World brand platform which celebrates the creativity of children, inspires them to imagine a better world and shows how LEGO play helps them develop vital life-long skills. To find out more, visit: LEGO.com/RebuildtheWorld.

Photo stills from the campaign video

Notes to Editors

For more information, please contact media@LEGO.com. 

In connection with the #BuildtoGive 2021 Holiday activation, the LEGO Group will donate one LEGO® set to charity for every star that is built with LEGO bricks and shared on social media with #BuildtoGive. Children under the age of 13 must obtain parents’ permission to post to social media. Total annual donation not to exceed 1,500,000 LEGO sets with a total value of 15,000,000 USD.

Campaign Credits

The LEGO Agency
Vice President LEGO Agency: Rasmus Juel Mygind
Head of Creation: Peter Johnson
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Leah Mababangloob, Gonzalo Torres, Carlos Ramas, Martin Rathschau, and Lucas Reynoso Vizcaino.
Sr. Global Communication Partner: Melanie Cumbo
Global Brand Strategist: Kevin Mercer
Global Communication Strategist: Ben Campbell
Global Project Manager: Malene Kallestrup
Head of Production: Charlie Cooper Henniker
Senior Lead Producer: Michael Toft Adelholm and Uffe Bryld
Senior Film production Manager: Mette Søgaard Lorenzen
Post Production Manager: Lene Williams
Sr. Content Planner: Kenneth Sanchez
Brand Global Marketing Development Team: Alero Akuya, Charlotte Lor, Lauren Charman and Victoria McElhinney

External Partners
Directors: TRAKTOR
Production Company: Stink Paris
Executive Producer: Vincent Rivier and Helene Segol
Traktor Producer: Richard Ulfvengren
Service Company: 247xRadioaktive -Monika Urbańska, Maria Mazurczak and Anita Kozłowska
Cinematographer: Matyas Erdely
Production Designer: Agustin Moreaux
Art Director: Paweł Dąbrowski
Costume Designer: Pati Fitzet
Post Production: MPC - Anandi Peiris, Solomon Tiigah, Fabian Frank, Kamen Markov and Jean-Clement Soret
Edit: Final Cut - Ryan Beck
Music: Finger Music - Clare McGrath and Craig Brown
Sound Design: Machine - Matej Oreskovic, Ghazal Zargar Elahi, Alex Bingham and Ben Gulvin

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. However, its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com.

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