If you haven’t gotten around to watching LEGO’s Rebuild The World global brand spot, then here’s your chance. So why did this iconic brand create a new halo story, featuring very few product shots, and produced it with the help of an external agency?


Because LEGO had the epiphany that that consumers were beginning to look at their products as toys, rather than seeing them as catalysts for creativity. LEGO realized that it was unintentionally forgetting its roots – being known for unlocking children’s imagination. 

But the most fascinating way LEGO will measure success won’t be hard business metrics, but “how much people think building with Lego is considered a creative activity”