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PHNX Awards

Creative Award
Paris, France
Lego - "LEGO Rebuild the world (film)" by PHNX Awards 2020

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TitleLEGO Rebuild the world (film)
Agency
Campaign Rebuild the world
Advertiser LEGO
Brand Lego
Date of First Broadcast/Publication 2019 / 9
Product Toys
Story The Lego brick system allows everyone to rebuild the world exactly the way they want, freely and creatively. The film follows the chase between a clever rabbit and an unlucky hunter. Every character, animal and vehicle is based on an existing or past LEGO toy, so heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree. Featured Easter eggs span the generations, from the first LEGO women duck toys, to a dragon wearing Jeremy Scott adidas trainers and a life-size replica of the LEGO House in Billund. The prints capture the beauty of lego bricks and subvert stereotypes, challenge expectations, and at times send political messages. We chose "Rebuild" because building has a beginning and an end, but re-building evokes an infinite cycle of creativity, whether you follow instructions or decide to improvise. It's a committed purpose which expresses LEGO's desire to participate in the reinvention of a better world by inspiring the builders of tomorrow.
Media Type Web Film
Length
Executive creative director Rémi BABINET
Creative directors Agnès CAVARD, Valérie CHIDLOVSKY
Art directors Nicolas Amiard, Roman Ducos, Landry Star
Assistant art director Marie SALCE
Copywriters Valérie Chidlovsky, Arthur Cieutat, Chrystel Jung, Pascal André
Music creative director Christophe CAURRET
Production company STINK
Director TRAKTOR
Photographer Olle BENGTSSON
Creative producer Frédéric GENEST
Agency management Dominique VEROT, Isabelle PICOT, Benjamin MERLLIÉ, Thomas GRACIA, Leslie ADAM