Havas Creative Dubai

Client: LEGO Saudi Stores
Product: LEGO
Title: LEGO News Rebuilt
Media: Print
Country: Kingdom of Saudi Arabia
Date Of Campaign: 26/09/2020

Background: Saudi Arabia is undergoing huge developments and progressive reforms and with that comes a sense of pride, belief and excitement for the future. 23rd of September, Saudi National Day, is treated as an annual celebration of all that the Kingdom has achieved, and the potential of its promising future. LEGO has always celebrated and encouraged creativity in every child. Because these young minds hold the potential to build the future. Every year, newspapers in Saudi Arabia celebrate National Day by releasing a special edition that celebrates all the kingdom's key achievements, eminent personalities and visions of the future. It is a tradition of paying tribute that has been upheld by every Saudi newspaper for decades.

Idea: So, on Saudi National Day 2020, LEGO rebuilt every article of the National Day edition of one of Saudi Arabia's leading news publications using hundreds of LEGO pieces. Each rebuilt article and photograph was edited printed and published within hours of the original hitting the newsstands. Celebrating the heritage and future of the kingdom through the imagination of the kingdom's children.23rd September Saudi National Day6am: Al Madina, one of Saudi Arabia's leading news publications released their National Day editions. 6:01: A team of expert LEGO builders, photographers and designers recreated every single news article from Al Madina's National Day Edition, using hundreds of LEGO pieces. 8am: A national Day newspaper that featured the very same articles and photographs as Al Madina, but recreated completely out of LEGO, was printed and distributed to newsstands across key cities in the kingdom. 10am: The national day newspaper built out of LEGO became the news itself.

Results: - 2000 newspapers picked up in one hour. - 65% more social mentions as compared to 2019- 43% increase in footfall to the LEGO store