New LEGO® campaign sees children from around the world rebuild the Holidays

Billund, November 2nd, 2020: A new playful Holiday campaign from the LEGO Group celebrates the magic of the everyday as experienced by children through LEGO® play. The campaign showcases families coming together and experiencing the joyful, humorous adventures that children create and explore as they build, unbuild and rebuild with LEGO products.

The LEGO system has long been the ultimate platform for creative expression and creative problem solving. Children can build anything they can imagine, before taking it apart and building a new story, developing creative confidence and resilience that 9 in 10 parents say will help their child be successful in later life(1).

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 in a world that only LEGO play could create. Every story, animal and vehicle in the fun-filled celebration of children’s creativity is based on existing LEGO products; princess knights calm dragons, astronauts celebrate their marriage with dinosaurs and giant chicken, and a Star Wars™ AT-AT™ takes a nap mid-crusade.

Image of astronauts getting married with fantastical guests

The playful 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 favorite 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 holiday campaign was created by the LEGO Group’s internal 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.

The film was created by a multi-award-winning team including direction by The Bobbsey Twins from Homicide, production by BLINK and post-production by Framestore London. Shoppable formats will be used to help parents easily purchase the LEGO products that inspire children in the advert.

Image of a fantastical dragon looking surprised

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.”

Notes to Editors

  1. According to the LEGO Play Well Study 2020, 91% of parents globally say building creative confidence will help children be successful in life

For more information, please contact:

About the LEGO Play Well Study

All findings from the study were gathered from a total of 18,117 parents, and 12,591 children aged 5 -12 through a 20 minute online quantitative survey conducted across 18 markets (Australia and New Zealand, Brazil, Canada, China Mainland, Denmark, France, Germany, Hong Kong, Mexico, Romania, Russia, South Africa, South Korea, Spain, Taiwan, United Kingdom, Ukraine and United States of America) between May and June 2020.

Campaign Credits

The LEGO Agency
Senior Vice President LEGO Agency: Remi Marcelli
Head of Creation: Peter Johnson
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Lucas Reynoso Vizcaino, Leah Juaymah Mababangloob, Gonzalo Torres Arce and Julie Koch.
Global Sr. Communications Partner: Sanziana Fanica
Global Sr. Strategist: Kevin Patrick Mercer
Global Sr. Project Manager: Lotte Bæk Stokholm
Head of Production: Charlie Cooper Henniker
Producer: Uffe Bryld
Post Production Manager: Lene Williams
Production coordinator: Margrethe Kristiansen
Post Production Specialist: Anne-Dorte Kristiansen
Sr. Production Manager: Mette Søgaard Lorenzen
Sr. Digital Content Manger: Kenneth Sanchez
Animation: Patrick Greve Hansen
Client responsible: Michael Moynihan, David Hall, Charlotte Lor.

External Partners
Production Company: BLINK
Executive Producer: Patrick Craig
Producer: Fran Thompson
Production Manager UK: Ellie Britton
Cinematographer: Justin Brown
Production Designer: Henry Boraros
Post Production: Framestore London
Post Producer: Sian jenkins
Post Supervisor 3d: Jules Janaud
Post Supervisor 2d: Christian Baker
Colourist: Simon Bourne
Edit house: Stitch editing (Leo King)
Music Supervision: Wake the Town
Music Supervisor: Dominic Bastyra
Music Composer: Simon Gwilliam
Sound Design: 750 mph
Sound Designer: Sam Ashwell
Service Company Prague: Unit + Sofa
Production Manager: Marketa Husecka