LEGO

62K

LEGO BRICKS

250Kg

12M

FALL

1

DAY

THE BRIEF

LEGO was opening its first Flagship store in Spain. So how could we get the maximum attention from the media?

THE CHALLENGE

It had to be big, bold, and insanely unexpected. We needed to create an event and the after-movie that captured the entire experience. It needed to be a brand journey fueled with a childlike curiosity and spontaneity.

THE EXPERIENCE

So why shouldn’t we drop a gigantic LEGO plate from a 12m high crane?

A single chance to achieve the perfect shot and thousands of pieces distributed among the guests which would give them the chance to build something new afterward.

And that’s the essence of LEGO, something that becomes something else again and again. Transformative, intuitive, and always FUN.

People standing outside a LEGO store with a red sign and glass entrance.
People working together to create a large mosaic using LEGO bricks outside a stone castle building, with onlookers observing behind a rope barrier.
Group of five people, all wearing masks and VIP lanyards, building with LEGO bricks outdoors in front of a brick wall.
A smiling man in a gray suit and red striped tie standing in front of a large LEGO mosaic of a chef holding a pizza, with the LEGO logo visible. Behind him is a white wall with red and blue words and small LEGO brick decorations.
A large pile of scattered LEGO pieces, including various colors and shapes, spread across a concrete surface.
A crowd of people gathered outdoors around a stage at a LEGO event, with a large LEGO sign, trees, and a clear blue sky in the background.
A large LEGO mosaic features various cartoon characters and the LEGO logo in the center.
A woman with short brown hair speaking on stage, wearing a black blazer with a red and gray heart-shaped pin, outdoors with a backdrop of trees and black curtains.
A large sign with a brick wall pattern that reads "LEGO SEMPRE CREAT A LWAYS CREATING" in red and pink mosaic-style text, and includes the LEGO logo and other smaller text about a flagship store in Barcelona.
Person holding a blue LEGO box in a supermarket aisle.
Red boxes with blue handles stacked outdoors near a person with a backpack, with another person in the background, partially obscured by greenery.

SELECTED CLIENTS

  • Diesel

    Bershka

    Oysho

    Sunglass Hut

    Maurice Lacroix

    Inditex

    Lego

    Adidas

  • Pepsi

    Pepsi Max

    Lay’s

    Singha

    Roku

    Beam Suntory

    Jagermeister

    KFC

    Belvedere

    Lidl

    Heineken

  • Facebook

    Mozilla

    Instagram

    Boiler Room

    Google

    Oculus

    Microsoft

    AT&T

    MWC

    Ericsson

    Cisco Jasper

    Movistar

    Vodafone

    Twitter

    Reliance

    Huawei

    Sierra

  • Momentum

    Fuse

    Tracy Locke

    Future Impose

    Solsona

    Black Tomato Agency

    Vice

    Copa 90

    Mcgarrybowen

    Renown

    Magnetic

    Goodtimes Collective

    KGA

    JEFF

  • Art Center

    Inspiraction

    AAA

    Djs Contra La Fam

    Unesco