For the first time in 30 years, the LEGO group launches its very first brand campaign. The brand campaign, titled “Rebuild The World”, the toy company hopes to use their latest initiative to “help nurture the creative skills of the next generation”.
The global campaign was created by french agency BETC and features a live action-adventure film directed by multi-award winning collective traktor. It follows a rabbit being chased by a hunter with a bow and arrow, using LEGO creations to overcome a series of challenges.
The film is complete with surreal touches and a plethora of jokes only fans of the LEGO universe will understand. 2D-printed clothing, cars and trees look straight out of the box, and even the people bend their backs and rotate their heads right around, just like LEGO. Every character, animal and vehicle is based on an existing or past toy, so heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree.
More details on DesignBoom.
(Video Credit: LEGO/ YouTube)