LEGO Ambient, DM, Design & Branding LEGO BUILDERS OF SOUND by Serviceplan Munich

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Industry Toys, Games
Media Ambient, Direct marketing, Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Creative Director Alexander Rehm, Oliver Palmer
Art Director Marijo Sanje, Andreas Balog Serviceplan
Copywriter Lorenz Langgartner, Nicolas Becker Serviceplan
Producer Florian Panier, Martin Bierbaum
Released May 2012


Cannes Lions 2012
Direct Lions Ambient Media (Large Scale) Gold
Promo and Activation Lions Best Temporary In-Store Displays in a Promotional Campaign Gold
Outdoor Lions Special Build Gold
Direct Lions Other Consumer Products (including Durable Goods) Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Advertiser: LEGO
Product/Service: LEGO
DM/Advertising Agency: SERVICEPLAN Munich, GERMANY
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Matthias Harbeck (Serviceplan)
Creative Director: Oliver Palmer/Alexander Rehm (Serviceplan)
Copywriter: Nicolas Becker/Lorenz Langgartner (Serviceplan)
Art Director: Andreas Balog/Marijo Sanje (Serviceplan)
Account Supervisors: Monika Klingenfuß/Denise Mancinone (Serviceplan)
Graphic Design: Anna Tracy Wodera (Serviceplan)
Screendesign: John Petersson (Serviceplan)
Prgrammer: Ret Lauterbach (Serviceplan)
Lego-Artists: Rene Hoffmeister/Axel Al-Rubaie/Ralf Scheibner (Serviceplan)
Producer: Martin Bierbaum/Florian Panier (Serviceplan)
Sound Design: Lorenz Langgartner (Serviceplan)
Online: Markus Maczey (Serviceplan)
Sound Studio: Westpark Studios (Serviceplan)
Describe the brief from the client
LEGO Germany was a co-operation partner for the release of Star Wars 3D –Episode 1. Therefore we were asked to create an involving idea to promote LEGO Star Wars sets in cinemas among Star Wars Fans as well as existing LEGO customers. The promotion had to capture the huge fascination of the Star Wars universe, selling LEGO Star Wars sets in the most playful way – while at the same time showcasing the innovative nature of LEGO.
Creative Execution
By opening up sound as a completely new creative aspect of LEGO, we fascinated the LEGO fans, involving them personally and giving them the chance to do something never done before: play music with LEGO.
Since music is also an essential part of the Star Wars fascination, using the movie’s main theme was a perfect way to appeal to Star Wars fans and inspire their imagination, creating the Star Wars universe in their minds.
Describe the creative solution to the brief/objective.
Star Wars Episode I came to the cinema for the first time in 3D. We also entered a new dimension – by letting LEGO bricks play music, through a gigantic barrel organ, entirely made from LEGO Star Wars. Over 20,000 bricks were arranged in such a way that they played the Star Wars main theme. Around the movie premiere, fans could play the organ in cinemas all over Germany.
Via QR Code, the built sets could be instantly ordered online. In addition, on a microsite, fans from all over the world could experience the organ and pick their favorite LEGO sets.
Describe the results in as much detail as possible.
At the first weekend about 60,000 people in cinemas were fascinated by the organ. Major cultural blogs from all over the world (e.g.,, reported about the organ, exciting the global Star Wars community as well as millions of other readers and leading all of them to the microsite. In one weekend we gained more than 250,000 views on YouTube.
During the time of the promotion, 5 of the sets from the organ landed among the top 20 best selling toys in Germany – making Star Wars the best selling LEGO segment.