LEGO’s global advertising campaign – Rebuild The World will be getting a slight update, just in time for the Christmas holiday season, which is when LEGO traditionally spends the most on advertising.
Expect to see plenty of these videos and visuals on TV, print media, outdoor media and more.
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.
In the video, you’re treated to plenty of great references from LEGO’s history and library, this time with a heavy emphasis on characters from LEGO’s collectible minifigure series.
The Green Classic Spaceman from the Exo-Suit also makes a cameo in the shots.
There are also plenty of neat little life-sized LEGO accessories peppered throughout the ad, and I especially liked the Volkswagen T1 Campervan and Ford Mustang featured.
If there’s one thing LEGO loves doing, it’s hiding teasers or references to upcoming projects or sets in the video, and in this shot, you can see a sneaky sign in the background that looks suspiciously like the HOTEL sign from the Cafe Corner modular.
Making a bold prediction now – it’s a tease to LEGO re-issuing an updated version of the Cafe Corner modular in 2022.
Calling it now!
Oh and there’s a goat reference too, so make of that what you will. A lady is shown gesturing “NO” to a Lifeguard presenting a Goat…. so maybe this is LEGO’s way of saying no, we will not be producing another LEGO Goat. Or that they’re sick of hearing about it!
New LEGO® campaign shows how creative problem solving can reunite and Rebuild the World
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 some bricks to increase its height.
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.
I made this prediction at the beginning of the year. So many things line up. A corner building is due, it’s a milestone year (15 year anniversary), there’s a recent trend with re-issued sets (R2-D2, Tumbler, etc). It’s a set I think they’d like a do-over on from a modular perspective (because it lacks an interior) – that would drum up plenty of attention from current collectors who don’t want to pay the after-market price for the original.
Fingers crossed for a reissued Cafe Corner.
Anything that promotes imagination is a great thing in my book.
Yeah, my bet is that it won’t be a direct re-issue, but maybe in a different colour. Fingers and toes crossed, especially as next year is the 15th anniversary of modular buildings!