The LEGO Agency has external support for the Rebuild the World campaign, collaborating with BETC Paris.
In the last few years, the LEGO Group has consolidated its in-house marketing group, the LEGO Agency. But when it came to planning the big new marketing campaign that would become Rebuild the World, LEGO Agency head Rémi Marcelli solicited pitches from his team and from BETC Paris, an external agency.
“It was a fake pitch to a certain extent, but what I liked seeing was our people trusting an external agency do that strategic work for us, and I found that we were more comfortable having someone helping us to test creative boundaries,” Marcelli told the Drum.
The new campaign is focused around a big-budget video and seeks to impress on audiences that LEGO bricks are a creative medium, more than just a construction toy.
“We wanted a fresh perspective and be inspired by the outside world. We know the brand so well that sometimes it’s difficult to go out there and know where to stretch it, so we needed that outside push and outside-in perspective that’s sometimes difficult to find ourselves,” the LEGO marketer explained, revealing the benefits to collaborating with an external partner.