Let's Build! with LEGO

Last weekend saw iconic toy brand, LEGO, launch its first UK brand campaign in three decades, as the new integrated TV and online campaign hit screens during the prime time X Factor TV slot on Saturday 2 November. It is set to run throughout the pre-Christmas period. 

‘Let’s Build’ was developed by Amsterdam agency, WE ARE Pi, who worked closely with LEGO to create an emotive narrative around a father and his son realising the limitless creative potential offered by LEGO, as they set out on a play adventure together.

 

Directed by award-winning director, Joanna Bailey, the story is told through the eyes of a child, who sees dad not just as a father but as a teammate. It shows how LEGO inspires imagination, breaking down the generational barriers. Set in a modern family environment, the campaign is skilfully crafted to appeal to mum’s emotions, moved by the sight of her family bonding over shared LEGO play experiences.  The ad hints at the complexity of parenting but shows how LEGO encourages the big kid in all of us to let go, enjoy the freedom of play all over again and lets imagination take over.

 

Alex Bennett Grant, co-founder of WE ARE PI, says, “We wanted to tell a story that resonates with kids both BIG and small. And what better way of bringing to life the creativity and boundless imagination that LEGO inspires, than through the words of a passionate boys rallying cry. The world seen from a kid’s perspective gives a refreshing glimpse into another world, where parents become teammates and home becomes a universe of limitless LEGO play potential. Let’s Build!”

The media spend on the integrated LEGO campaign is estimated at 10% of total annual marketing spend, including TV, VOD, digital and PR.  The TV ad will air across a broad viewing environment to engage with a family audience.

Credits

Agency: WE ARE Pi

Strategy Director: Alex Bennett Grant

Creative Director: Rick Chant

Creative Director: Barney Hobson

Executive Producer: Jamie Nami Kim

 

Production Company: Bare Films

Director: Joanna Bailey

Editor: Will Judge

Post Production: Glassworks Amsterdam

Music: Vince Frates / Warner Chappell Music

Sound Design: Kaiser Sound Studios