LEGO Digital LEGO Builders of Sound by Serviceplan Munich

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LEGO Builders of Sound

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Industry Toys
Media Digital, Interactive & Mobile
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Producer Florian Panier
Released May 2012


London International Awards 2012
Digital Weird Wonderful Work Gold Winner

Credits & Description

Entrant: serviceplan, Munich
LEGO - "LEGO Builders of Sound"
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Corporate Name of Client: LEGO GmbH
Client Account Director: Christian Korbes
Agency Account Directors: Monika Klingenfuß/ Denise Mancinone
Agency: serviceplan, Munich
Chief Creative Officer: Alexander Schill
Executive Creative Director: Matthias Harbeck
Creative Directors: Oliver Palmer/Alexander Rehm
Copywriters: Nicolas Becker/Lorenz Langgartner
Art Directors: Andreas Balog/Marijo Sanje
Graphic Designer: Anna Tracy Wodera
Cameraman: Stephon Karolus
Producer: Florian Panier
Sound Designer: Lorenz Langgartner Screendesign: John Petersson Programmer: Ret Lauterbach
LEGO Artists: Rene Hoffmeister/Axel Al-Rubaie/ Ralf Scheibner
Description of the Project
Brief: LEGO Germany was a cooperation 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.
Strategy: Both LEGO and Star Wars fan communities are known for creative, near eccentric fandom. To impress these challenging target groups, we had to come up with something truly innovative: Relating to the 3D movie premiere, we also brought LEGO into a new dimension – by letting LEGO bricks play music.
Solution: We built a gigantic barrel organ consisting of 20,000 LEGO Star Wars pieces. These were arranged in such a way that the construction struck the keys of a keyboard via a mechanical device as it was turning, playing the Star Wars theme tune. The barrel organ went on tour through cinemas across Germany in the run-up to the Star Wars premiere. Fans could turn the crank themselves and then buy the LEGO sets used directly via a QR-Code. Everyone who couldn’t be there had the opportunity to experience the barrel and select their favourite Star Wars sets online.