LEGO BUILDERS OF SOUND by Serviceplan Munich for LEGO

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LEGO BUILDERS OF SOUND

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Industry Toys
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Germany
Agency Serviceplan Munich
Producer Florian Panier, Lego-Artists
Released May 2012

Awards

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

Credits & Description

Type of entry: Ambient
Category: Special Build
Advertiser: LEGO
Product/Service: LEGO
Agency: SERVICEPLAN Munich, GERMANY
Entrant SERVICEPLAN Munich, GERMANY
Title: LEGO BUILDERS OF SOUND
DM/Advertising Agency: SERVICEPLAN Munich, GERMANY
Alexander Schill (Chief Creative Officer)
Matthias Harbeck (Executive Creative Director)
Oliver Palmer/Alexander Rehm (Creative Director)
Nicolas Becker/Lorenz Langgartner (Copywriter)
Andreas Balog/Marijo Sanje (Art Director)
Monika Klingenfuß/Denise Mancinone (Account Supervisor)
Producer: Florian Panier/Lego-Artists: R. Hoffmeister/A. Al-Rubaie/R. Scheibner (Producer)
Graphic Design: Anna Tracy Wodera/Screendesign: John Petersson/Programmer: Ret Lauterbach
Camera: Stephon Karolus (Other Credits)
Description of Ambient execution
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.