LEGO asks kids to 'rebuild the world' with first brand campaign in 30 years

LEGO asks kids to 'rebuild the world' with first brand campaign in 30 years

the LEGO group has launched a brand campaign for the first time in 30 years, and its for good reason. titled ‘rebuild the world’, the company wants to use its latest initiative to help nurture the creative skills of the next generation.

images courtesy of LEGO



the global campaign was created by french agency BETC and features a live action-adventure film directed by multi-award winning collective traktor. it follows a rabbit being chased by a hunter with a bow and arrow, using LEGO creations to overcome a series of challenges.



the film is complete with surreal touches and a plethora of jokes only fans of the LEGO universe will understand. 2D-printed clothing, cars and trees look straight out of the box, and even the people bend their backs and rotate their heads right around, just like LEGO. every character, animal and vehicle is based on an existing or past toy, so heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree.


the soundtrack was composed by electro-musicians and composers flavien berger and jacques. the special effects were made by mikros MPC.



to help launch the ‘rebuild the world’ initiative, the company has partnered with musician and record producer mark ronson, british designer and inventor dominic wilcox, and 19-year-old david aguilar, who built a prosthetic arm out of LEGO. they will help to host events at the LEGO house in billund, denmark, which invite children to ‘explore the infinite potential of creativity.’



‘my whole career has been about working with brilliant, creative people and seeing where our imaginations take us,’ explains mark ronson. ‘rebuild the world, is a wonderful opportunity to help inspire the next generation of creators who will come up with their own ideas to shape the future of everything from the way we live to the music we listen to.’



the LEGO group will also be hosting a series of high profile public events in cities around the world where children and grown-ups will be invited to build and rebuild with LEGO bricks to make the world a little brighter. this includes using LEGO bricks to complete a giant heart on the side of the east side gallery in berlin. children can also take part online by sharing their creations on the LEGO life app or by visiting



project info


company: LEGO

creative agency: BETC

film director: traktor


    have something to add? share your thoughts in our comments section below.
    all comments are reviewed for the purposes of moderation before publishing.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


    a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

    design news

    keep up with our daily and weekly stories
    502,538 subscribers
    - see sample
    - see sample