LEGO Rebuild the World video released

The key video that anchors the LEGO Group’s Rebuild the World campaign has launched online.

A new big budget marketing campaign is being launched today at the LEGO House in Billund, Denmark, with the core video released online. Rebuild the World seeks to share the LEGO Group’s message of creativity with children and families around the world, with this big budget video anchoring the campaign.

It was created by the LEGO Group’s internal agency and BETC Paris. The Traktor collective directed the video, which follows a hunter chasing a rabbit as they use their creativity to outwit one another. With cameos and easter eggs galore, LEGO fans will enjoy spotting references to their favourite themes, minifigures and sets.

“Rebuild the World is all about seeing where imagination takes us and celebrating the natural creativity of children. We want to encourage kids around the world to develop and retain these skills as they grow older. With this campaign, we want to inspire people of all ages to play and unleash their creativity to create a world of infinite possibilities,” says Julia Goldin, LEGO Chief Marketing Officer.

The LEGO Brand Group Executive Chairman Jørgen Vig Knudstorp and the LEGO Group CEO Niels B. Christiansen discuss the marketing campaign in another video.

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