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LEGO: are the good old days over?

18.9.2019

Translation: machine translated

This is the first time in 30 years that LEGO has launched an advertising campaign for its brand. Under the slogan "Rebuild the World", the Danish company wants to stimulate the creativity and imagination of future generations.

LEGO unveils its new campaign - built around a short film directed by the director group Traktor - featuring the adventure of a rabbit and a hunter, engaged in a wild chase through the city. The characters, animals and vehicles in the film are all based on existing or former LEGO toys. Human heads rotate 360 degrees, everyday objects are oversized and a boat can suddenly fly using a palm tree as a chopper blade.

As well as the video, a series of public events planned in cities around the world will allow children and adults to get hands-on with LEGO bricks. This also includes the construction of a large heart next to the East Side Galary in Berlin.

Why does LEGO need this campaign?

Why now, after 30 years? What has changed? Are the lavish years behind us? Today's children seem to be interested in other things: digital and video games, which are more popular than the famous brick. So does LEGO have anything to fear for its target audience? Not really, no. And with good reason, after its quasi-bankruptcy in 2003, the Danish company managed to negotiate the turnaround to success. So it can't be said that the new campaign is a cry for help in attracting the attention of its target group.

In recent years, LEGO has not stopped advertising its products. And rightly so! After all, the sets are very well thought out and beautiful to look at. But the brand wins over most of its fans by encouraging them to come up with their own creations. And with its new campaign, LEGO seems to be surfing on just that theme.

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