During the first year of Covid 19 period, and as part of the Rebuild The World campaign, we encouraged kids of the world to keep building and sharing their builds through the #letsbuildtogether platform. To celebrate the resilience and creativity of kids of the world during these tough times. 450 kids builds from #letsbuildtogether that came from around the world, created a parallel iconic LEGO World. This became the RTW global brand campaign for 2020. It was a integrated multi channel campaign across all our major markets, and started with a UGC SM challenge that spawned a live mobile installation that moved from city to city, being unbuilt and rebuilt along the way.
The World
'The World' is a 4x4m mobile installation, containing 5 continents that represent kids top passions: Vehicles, Fantasy Creatures, Nature, Buildings and Imagined objects. It was an installation at LEGO house for 2 months and after that unbuilt and the bricks redistributed to disadvantaged kids to join a rebuild of a new world for next year. It took 2700 hours to build and contains 350 000 LEGO bricks and elements. It features 450 kids builds from 30 different countries.
The Digital Experience
We then worked with a photogrammetry team to capture the world photographically as a virtual explorable world similar to Google Earth or Google Streeview. People could explore all the builds of the kids which we also captured as 3d captures and view short documentaries of kids from Japan to Mexico. We then invited the viewers to build their own LEGO free builds and upload a picture to join the world of creativity.
