Rebuild the World brand campaign returns
Posted by CapnRex101,
Following the release of the first Rebuild the World brand campaign during 2019, LEGO has created another fun advertisement which celebrates creative problem solving.
These advertisements are always packed with references to popular sets and minifigures, even including an appearance by a certain LEGO animal which has frequently been discussed on Brickset! Watch the video after the break...
Full video from BricksFanz.
New LEGO campaign shows how creative problem solving can reunite and Rebuild the World
Billund, September 20th, 2021: The LEGO Group has launched a playful new iteration to its global Rebuild the World brand campaign. Now in its third year, the 2021 Rebuild the World campaign celebrates children as the masters of creative problem solving and shows what can be achieved when people work together to overcome differences or challenges.
The main film is centred on the story of a Knight whose attempts to cross a river to see a friendly bear keep failing. Seeing the Knight’s dilemma, a whole town comes together and pools their varied skills, perspectives and talents to find a way to reunite the friends. As the Knight finally conquers the river crossing, the film playfully reveals how the story and the solution to the challenge have been imaginatively conceived by a group of children building, unbuilding and rebuilding through LEGO play.
The LEGO System in Play has long been the ultimate platform for creative problem solving. Just as the children in this campaign come together to build and test different solutions, with LEGO play children can build anything they can imagine, trial it, work out how to improve it and rebuild it. The process helps children develop life-long skills such as creative problem-solving, communication and resilience that many parents see as being key to helping their child be successful in the future.
The playful film is accompanied by a number of humorous visual stories that depict the endless ways LEGO bricks can be used to overcome barriers and reunite old friends. One of the fantasy visuals shows a hippo looking longingly at bird flying in the sky, before the problem is solved; the hippo is given LEGO wings and joins them. Another features a pig who wants to see eye to eye with a giraffe – a dilemma that’s easily fixed by adding some bricks to increase its height.
Julia Goldin, Chief Product and Marketing Officer, the LEGO Group, said: “We remain in awe of the creativity, optimism and resilience that children show every day – and how, through play, they can develop the essential life skills not only to imagine, but to create, a brighter future. The Rebuild the World campaign is a celebration of this and provides a showcase for the inspiration that we can all get from coming together and collaborating creatively to overcome challenges.
The campaign was created by the LEGO Group’s internal creative agency, the LEGO Agency. The fully integrated global campaign will run across a variety of channels including TV, digital, Spotify, out of home, e-commerce channels and in LEGO stores in over 20 countries. It will also be supported by a global creator campaign, as well as a series of activations and events in markets where the LEGO Group has a presence.
To find out more about the LEGO Group’s Rebuild the World campaign, visit: LEGO.com/Rebuild-the-World
Which familiar sets and minifigures did you spot during the video? Let us know in the comments.
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39 comments on this article
I love the video! It's even better than the first one they did because there's a more cohesive (and cuter) story to this, and the main character is a knight in shining armor.
If only this meant they would bring castle back...
Does this mean we'll get a bear mould soon?
Great ad!
Lol what’s with Lego’s constant promotion of Castle-related themes, but never actually releasing any true Castle sets.
Oh wait they did through Bricklink this year, but it was for scalpers only
Bruh, the police woman has such a big walkie talkie on her belt
@morvit said:
"Lol what’s with Lego’s constant promotion of Castle-related themes, but never actually releasing any true Castle sets.
Oh wait they did through Bricklink this year, but it was for scalpers only "
31120 and 21325 are a thing. Unless "true Castle sets" require a big fat "CASTLE" theme name slapped on the box.
I love the LEGO Creator castle set. A fitting ode to the old yellow castle my brothers and I had.
Maybe I should buy 3 copies of that Creator set just to send LEGO a message that Castle sells well.
Hey! They've got the sea rescuer from series 20! She's my favorite CMF.
After seeing that, now I want a clothing line based on minifigs. I'd love to get a LEGO-themed wetsuit or a Futuron jacket with the diagonal zipper.
@morvit I suppose that while a knight is an immediately recognisable idea that doesn't translate into a wider thirst for Lego castles, or a broader castle theme.
Regarding the advert itself, I really liked it. It benefits from the attention to all the little details—the recreations of minifigures and accessories—that signal it's a Lego ad. It's also a great Easter egg hunt for the AFOL crowd.
@zeah209 said:
"Bruh, the police woman has such a big walkie talkie on her belt"
Exactly to scale with minifig walkie talkies and belts!
Did the first time around with this actually do anything though? Other then the adverts, I don't remember a thing about it, or hearing of any kids that were influenced to more creativity by it.
I predict that 2022 will have a really good creative brick box for LEGO's 90th anniversary, similar to the awesome Building Bigger Thinking sets from 2018.
Really thought the animal you mentioned was gonna be a goat due to Huw’s passion for them
@Sandinista said:
"Really thought the animal you mentioned was gonna be a goat due to Huw’s passion for them "
Indeed - at 0:42
@Sandinista
I think it was a goat. Dude tried to use it in the bridge build.
@Greshi said:
"Does this mean we'll get a bear mould soon?
Great ad!"
It's the 40379: Valentine's Bear Brickheadz
@Greshi said:
"Does this mean we'll get a bear mould soon?
Great ad!"
We already have bears in black (60188, 60173), and brown (4440, 4438) and white (60194, 60036, 60062).
A brown goat would be welcome though!
Epic. Tears in my eyes. Think I'll go and my some more Lego boxes. Really!
The surfer guy brings the goat... but the cowgirl turns him back- "no no no no no"- but what does it all mean? The goat is too valuable? There will never be any more goats? Enquiring minds need to know.
I actually saw this and was about to post on the forums about it last night while scrolling through facebook. I don't generally watch ads, but this one hooked me right from the start, and I loved it. Especially the people working with the oversized LEGO tools, made me laugh quite a bit. Way better advertising than just advertising specific sets or themes imo!
@EvilTwin said:
"The surfer guy brings the goat... but the cowgirl turns him back- "no no no no no"- but what does it all mean? The goat is too valuable? There will never be any more goats? Enquiring minds need to know."
It doesn't mean anything, other than that LEGO's marketing team is well aware AFOLs are desperate for more goats, and is enjoying poking fun at us through a little easter egg. Well played LEGO tbf, I found it funny.
People with animal heads at 0:25 and 0:35. Fabuland reference?
Street sign saying "Kjeld" at 0:39.
Red VW camper van at 0:45.
Green Classic Space-style guy at 0:59.
Love the random roller coaster track...but what's with the train crossing signal? When was the last time Lego actually made a train crossing signal?!
I must admit I really like this clip.
Where the first one was totally bonkers (especially as it basically advertised a knockoff set by LEPIN/Decool in that blue Caterham), this one has a coherent story and a very sweet ending. Much more easy to relate to then that first one. Plus, much funnier references and Easter eggs.
@EvilTwin said:
"The surfer guy brings the goat... but the cowgirl turns him back- "no no no no no"- but what does it all mean? The goat is too valuable? There will never be any more goats? Enquiring minds need to know."
I'm wondering about it too. It may suggest no hope of new goats anytime soon. It's a sad day :(
No goat? Discrimination!
@dutchbrickdad said:
" @Greshi said:
"Does this mean we'll get a bear mould soon?
Great ad!"
We already have bears in black ( 60188 , 60173 ), and brown ( 4440 , 4438 ) and white ( 60194 , 60036 , 60062 ).
A brown goat would be welcome though!"
Of course, you're right, I just meant either a new one or a reuse of the old one in a new set (as I've unfortunately missed all the bear sets so far).
And I would love to have a goat too!
I wish they reference sets that are not retired because it seems like a waste to promote things that are gone forever. This ad made me think how did the kids get the money to buy these sets or did they raid their parents collection
"an appearance by a certain LEGO animal"
The Western bison prototype? /s
This ad campaign is great, I hope they stick with it for a while.
The main thing I like about this campaign, and the previous video, that they show that mixing parts/sets/themes isn't a bad thing, and that LEGO is more then building a set once and keeping it that way.
And that's with being me keeping most sets intact since I came back to LEGO in 2016.
AFOL shouldn't be afraid to take apart sets either :D
I think themes like Classic and Creator 3-in-1 are still some of the best ways to introduce kids to LEGO as it suggests building different things more then others.
@Train_of_Thought_Creations said:
"Hey! They've got the sea rescuer from series 20! She's my favorite CMF.
After seeing that, now I want a clothing line based on minifigs. I'd love to get a LEGO-themed wetsuit or a Futuron jacket with the diagonal zipper."
I'm totally with you on the Futuron Jacket, that would be fabulous
@cabbie said:
" @Train_of_Thought_Creations said:
"Hey! They've got the sea rescuer from series 20! She's my favorite CMF.
After seeing that, now I want a clothing line based on minifigs. I'd love to get a LEGO-themed wetsuit or a Futuron jacket with the diagonal zipper."
I'm totally with you on the Futuron Jacket, that would be fabulous"
YES! I've gotta find someone who makes custom jackets and commission one at some point!
You have excellent taste cabbie!
@MainBricker said:
"Seems to be a trend for all companies to market their products as having some societal benefit and that they're making the world a better place.
I wonder if in reality ethical consumerism really exists, and it isn't just virtue signalling on Twitter.
They could just say to kids "we've got a diverse theme of sets, something for everyone, come and buy one and have fun"."
Trees make free oxygen. There’s huge demand for it, and they’re just giving it away for free.
Thank you, trees.
What even was the first Rebuild the World campaign? I remember seeing it announced and then never hearing about it ever again
@magmafrost said:
"What even was the first Rebuild the World campaign? I remember seeing it announced and then never hearing about it ever again"
It wasn’t just online either for the launch - we had ads on TV here in Aus, plus Town Hall station in Sydney had graphics and coverings all over the floor and pylons. Pretty great.
It wasn't just colorful, wacky promotional material either — the LEGO YouTube channel also uploaded several videos of kids and adults building and inspiring others for a good cause, all with the Rebuild the World branding.
What I'd like to see from this campaign, are actual sets like the 2018 Building Bigger Thinking 60th anniversary sets, those were more interesting parts boxes compared to most of the Classic theme imo , generic minifigs , headgear, and weapons/shields/diving gear etc of various generic Castle/Pirate/Space/Racing/Diving and food items etc, and overall a good parts selection including multiple moveable parts, windshields, clips.
Bigger Building Thinking were those sets :
- 10401
- 10402
- 10403
- 10404
- 10405
@Train_of_Thought_Creations said:
"Hey! They've got the sea rescuer from series 20! She's my favorite CMF.
After seeing that, now I want a clothing line based on minifigs. I'd love to get a LEGO-themed wetsuit or a Futuron jacket with the diagonal zipper."
Futuron Jacket would be awesome. Perfect video conference attire for the covid age of man.
Why don't you design it and request lego authorize the use of trademarks.
really like it. Feel like this one captures perfectly of its brand essence - fun, humor, family
it's like when I watched the first LEGO Movie.
Hope they will continue on this journey.