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Engineering the Future

Engineering the Future

Patricia Murphy

Patricia Murphy

October 21, 2019

Lego’s “Rebuild the World” campaign is the key to unlocking the brand’s future success, say BETC’s Valérie Chidlovski and Agnès Cavard.

"Our aim was to make a new, modern, and creative film that would allow new families to fall in love with Lego"

BETC Paris and Lego launched the first global campaign for the iconic toy company in three decades with the aim of nurturing children’s creative-thinking skills and encouraging new families to fall in love with Lego.

Lego System in Play, with its foundation in Lego bricks, is showcased in the colorful and action-packed “Rebuild the World” campaign, where a clever rabbit outsmarts a hunter using the imaginative, limitless tools on offer in Legotown.

BETC Creative Directors Valérie Chidlovski and Agnès Cavard share why they think the campaign—complete with flying cars and fire-breathing dragons—is the key to unlocking the brand’s future success. 

 

What was the brief from Lego and what is it about this campaign that makes it the “most significant global brand campaign since the ‘90s?”

Our aim was to create a campaign that was loyal to the Lego brand values—to inspire and develop the builders of tomorrow—and, at the same time, make a new, modern, and creative film that would allow new families to fall in love with Lego. We also wanted “Rebuild the World” to demonstrate the limitless creative possibilities when using Lego System in Play.

Can you explain the thinking and meaning behind the tagline “Rebuild the World?”

The meaning behind the tagline is the idea that every child can build and rebuild without limits, imagining creative solutions, wild stories, and new worlds. Building is creating, and rebuilding is unlimited creativity and optimism. “Rebuild the World” fits perfectly with what we wanted to communicate because it celebrates children’s creativity and encourages them to grow and develop it, experiment, and be curious.

"The objective was not to display everything on offer, but rather to celebrate the infinite creative possibility of the Lego System in Play"

Can you explain the storyline behind the short film with the rabbit and the hunter?

The adventure unfolds in the kind of world that only a child playing with Lego bricks could create. Every character, animal, and vehicle is based on an existing or past Lego toy; heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree. The film represents the mind of a child, imagining stories that they turn into reality when playing with their Lego bricks. The end of the film reveals that every part of the fun and fantastic story was imagined by them using their Lego pieces.

The short film exclusively references existing Lego models as a nod to the toy’s history and evolution; how many references are there in total, and how did you weave all of them into the storyline?

There are countless hidden references and Easter eggs in the film that encourage fans to watch it again and again. Every element in “Rebuild the World” is part of Lego System in Play. We wanted to include classic Lego pieces (such as the ducks, the bricks, the firemen) while integrating more recent creations (the cars, the dragon, the police). During the process, we discussed the products we would feature and the selection of the different scenes with the client. The objective was not to display everything on offer, but rather to celebrate the infinite creative possibility of the Lego System in Play.

What was the best thing about working on this campaign? 

One of the best things about this campaign was the opportunity to promote something that is really valuable for kids. As explained by the World Economic Forum, the job market will change dramatically from how it is now due to increased automation and digitalization. Having creative problem-solving skills will consequently be a big advantage to have in the new market. “Rebuild the World” supports the growth and development of these skills, giving children the key to unlock their future success.

What has been the reaction to the campaign from Lego and from consumers?

PR has been great and overall reactions have been so positive. We’re over the moon!

"Our aim was to make a new, modern, and creative film that would allow new families to fall in love with Lego"

BETC Paris and Lego launched the first global campaign for the iconic toy company in three decades with the aim of nurturing children’s creative-thinking skills and encouraging new families to fall in love with Lego.

Lego System in Play, with its foundation in Lego bricks, is showcased in the colorful and action-packed “Rebuild the World” campaign, where a clever rabbit outsmarts a hunter using the imaginative, limitless tools on offer in Legotown.

BETC Creative Directors Valérie Chidlovski and Agnès Cavard share why they think the campaign—complete with flying cars and fire-breathing dragons—is the key to unlocking the brand’s future success. 

 

What was the brief from Lego and what is it about this campaign that makes it the “most significant global brand campaign since the ‘90s?”

Our aim was to create a campaign that was loyal to the Lego brand values—to inspire and develop the builders of tomorrow—and, at the same time, make a new, modern, and creative film that would allow new families to fall in love with Lego. We also wanted “Rebuild the World” to demonstrate the limitless creative possibilities when using Lego System in Play.

Can you explain the thinking and meaning behind the tagline “Rebuild the World?”

The meaning behind the tagline is the idea that every child can build and rebuild without limits, imagining creative solutions, wild stories, and new worlds. Building is creating, and rebuilding is unlimited creativity and optimism. “Rebuild the World” fits perfectly with what we wanted to communicate because it celebrates children’s creativity and encourages them to grow and develop it, experiment, and be curious.

"The objective was not to display everything on offer, but rather to celebrate the infinite creative possibility of the Lego System in Play"

Can you explain the storyline behind the short film with the rabbit and the hunter?

The adventure unfolds in the kind of world that only a child playing with Lego bricks could create. Every character, animal, and vehicle is based on an existing or past Lego toy; heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree. The film represents the mind of a child, imagining stories that they turn into reality when playing with their Lego bricks. The end of the film reveals that every part of the fun and fantastic story was imagined by them using their Lego pieces.

The short film exclusively references existing Lego models as a nod to the toy’s history and evolution; how many references are there in total, and how did you weave all of them into the storyline?

There are countless hidden references and Easter eggs in the film that encourage fans to watch it again and again. Every element in “Rebuild the World” is part of Lego System in Play. We wanted to include classic Lego pieces (such as the ducks, the bricks, the firemen) while integrating more recent creations (the cars, the dragon, the police). During the process, we discussed the products we would feature and the selection of the different scenes with the client. The objective was not to display everything on offer, but rather to celebrate the infinite creative possibility of the Lego System in Play.

What was the best thing about working on this campaign? 

One of the best things about this campaign was the opportunity to promote something that is really valuable for kids. As explained by the World Economic Forum, the job market will change dramatically from how it is now due to increased automation and digitalization. Having creative problem-solving skills will consequently be a big advantage to have in the new market. “Rebuild the World” supports the growth and development of these skills, giving children the key to unlock their future success.

What has been the reaction to the campaign from Lego and from consumers?

PR has been great and overall reactions have been so positive. We’re over the moon!

Patricia Murphy is a content creator with a background in digital health and lifestyle journalism. She loves to chat and tell stories.

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