With Whimsical Film, Lego Unveils Its First Global Brand Campaign in Decades

Toymaker celebrates the power of creativity

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

Give a kid some Lego bricks, and chances are they’ll use their imagination to concoct a far-fetched creation like a firefighter using an elephant’s trunk to put out some flames.

That’s at least the premise behind the brand’s latest campaign, which rolls out today. According to Lego, this will be the Danish company’s first global brand campaign in 30 years. While Lego has created other global work in recent years, like this holiday spot that ran last year, its new “Rebuild the World” effort is the first in decades to spread a unified brand message around the world.

Created

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in