The Objective
In 2019, LEGO launched ‘Rebuild theWorld’ — an invitation to unlimited play — and our job was to translate it into a cohesive in‑store experience for the crucial October–December period. With Christmas as the platform’s first major outing, our task was to build a retail ecosystem that carried the new creative world across every touchpoint, delivering seamless brand integration at the most competitive moment of the year.
Creative Solution
We needed a creative idea that worked across cultures, so we focused on the universal act of gifting. The solution was a bold gift‑box device with Rebuild theWorld models bursting from it — a clean, modern visual that made the platform instantly legible worldwide and delivered cohesive global brand integration at Christmas.
Key visual
eComm
Point Of Sale
Black Friday
For Black Friday, we adapted the global gift‑box device into a striking all‑black version, with Rebuild theWorld models exploding out as bold Price Busters. The simple twist created an unmistakable value signal and delivered a cohesive, integrated expression of the platform across two of the year’s
biggest retail moments.
Key Visual
Social Media
eComm
Christmas 2023
Four years into Rebuild theWorld, the 2023 Christmas campaign showed how kids reinterpret festive seasonal mnemonics through their own imagination. We heroed children’s playful, rule‑breaking rebuilds of classic Christmas cues: under Rebuild theWorld, kids reshape tradition exactly as they see fit, creating a distinctive global Holiday identity.
Christmas ‘23 Key Visual