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LEGO: Builders Of Infinity

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Industry Toys
Media Direct marketing
Market Germany
Creative Director Christoph Nann, Daniel Koennecke, Friedrich Von Zitzewiz, Maik Kaehler Serviceplan
Art Director Oliver Schwank, Till Diestel Serviceplan
Copywriter Marc Vosshall
Released June 2011


Cannes Lions 2011
Direct Lions Other Consumer Products (including Durable Goods) Silver

Credits & Description

Type of Entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser/Client: LEGO
Product/Service: TOYS
Entrant Company: PLAN.NET Hamburg, GERMANY
DM/Advertising Agency: PLAN.NET Hamburg, GERMANY
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Christoph Nann (Serviceplan)
Creative Director: Maik Kaehler (Serviceplan)
Creative Director: Daniel Koennecke (
Creative Director: Friedrich von Zitzewiz (
Copywriter: Marc Vosshall (Serviceplan)
Art Director: Oliver Schwank (
Art Director: Till Diestel (Serviceplan)
Describe the brief from the client:
We had to develop a direct campaign for LEGO that promotes the core of the brand creativity. As this is what the target audience uses when playing in whatever way with LEGO bricks, it was important for us to involve the user to create something new and big. Our aim was that everybody who gets in contact with our digital campaign becomes part of it by using their own creativity.
Creative Execution:
We made a jump ‘n’ run game, created by the user themselves, and becoming bigger and bigger, with every user who takes part in it. This promotes perfectly the core of the brand LEGO: creativity.
Describe the creative solution to the brief/objective.
We created an idea for the most common banner: The leader board banner. 728px x 90px for endless fun: An interactive jump ‘n’ run game, created by the users themselves. A little LEGO figure, starting on the very left, has to reach the right side of the banner in order to finish a level.
While playing in the banner, users always have the possibility to visit Here, users can create their own level – with LEGO bricks. Small bricks, big bricks, moving bricks, pink bricks, fast forward bricks...
Once a user finished building a level, he can publish it. His level will be added to the game – raising the number of levels for the banner.
Describe the results in as much detail as possible.
Countless LEGO fans from all over the world create a never-ending jump ‘n’ run game.
And to become #1 in the high score some of them played even more than 1 hour on this banner.