Lego: Builders of Sound by Serviceplan Munich for LEGO

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Lego: Builders of Sound

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Industry Toys
Media Film, Ambient
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Released February 2012

Awards

New York Festival 2012
Ambient Avant-garde: Experiential Advertising Silver World Medal
Consumer Promotions Collateral: Promotion Marketing Silver World Medal
Consumer Products & Services Design: Integrated (Mixed media) Silver World Medal

Credits & Description

Media: Ambient
Geo: Germany
Category: Games & Toys
Agency: Serviceplan
Brand: Lego
Brief: Create excitement for LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D.
Idea: We also brought LEGO to a new dimension: By turning LEGO into music – with a gigantic street organ consisting of 20,000 LEGO Star Wars bricks. These were arranged in such a way that they played the Star Wars theme tune when the crank was turned – while at the same time showcasing the sets we wanted to promote, integrated into four fascinating Star Wars worlds (Hoth, Tatooine, Endor and the Death Star).
Around the time of the premiere, the organ was displayed in cinemas and at special events all over Germany. Fans could play it themselves and order the sets built on the organ via a QR-Code and a microsite.
Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Directors: Oliver Palmer, Alexander Rehm
Art Directors: Andreas Balog, Marijo Sanje
Graphic Design: Anna Tracy Wodera
Copywriters: Nicolas Becker, Lorenz Langgartner