LEGO ‘REBUILD THE WORLD’
How we increased brand affinity and drove sales during a pandemic.
In the first year of COVID-19, LEGO activated Rebuild the World to engage children globally through the #LetsBuildTogether platform—turning creativity into a unifying force during a time of isolation. From 450 user-generated builds submitted worldwide, we created a parallel, brick-built LEGO world that became the foundation of our 2020 global brand campaign. This fully integrated, multi-channel initiative ran across all major markets, driving engagement, brand affinity, and earned media. What began as a social UGC challenge evolved into a large-scale, live installation—built, unbuilt, and rebuilt as it travelled from city to city, embodying resilience and the limitless potential of play.
*The entire campaign was produced remotely during lockdown. We shot in 15 countries, with our director in Sweden and our creative team in Denmark. Local DOPs captured footage on the ground, while post-production was handled remotely back in Sweden.
Role: Global Creative Lead.
HOW WE MADE THE DIGITAL WORLD
Off course during covid, not everyone was able to view and interact with the real globe so we created a digital version for all to explore. Photogrammetry is the process of creating accurate 3D models or measurements from a series of overlapping photographs taken from different angles of the actual real 4x4m globe.
BTS ON SET WITH THE GLOBE
