News Rebuilt was a real-time exercise that led to the re-creation of the National Day Edition by Saudi Arabia's leading news publications.
Within a matter of hours, every single photograph from the original newspaper was recreated using LEGO, captured, edited and printed to create LEGO's own version of a National Day Newspaper. Which was then distributed to newsstands across key cities in Saudi Arabia.
Making it available to readers across the kingdom. That is what makes this relevant to the direct category.
Background
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.
That is why, on Saudi National Day 2020, LEGO decided to pay tribute in a way it knows best, by showcasing the potential of its bricks.
Describe the creative idea (30% of vote)
To celebrate 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.
The brand celebrated the kingdom's potential by showcasing the potential of the little bricks.
Describe the strategy (20% of vote)
Insight:
Saudis are proud of their nation's achievements. For them, their glorious past is just as valuable as their ambitions for the future.
Key message:
Celebrating the nation's potential
Target audience:
Despite popular perception, LEGO isn't just a brand for kids, It is a brand for creators. The objective of this activation was to grab the attention of every creative mind in Saudi Arabia and show them the true potential of what simple building blocks could do.
Creation and distribution of assets:
The LEGO National Day newspapers were built out of LEGO and distributed to newsstands in key major cities in Saudi Arabia within a matter of hours from other Saudi newspapers releasing their own. This was done with a minimal budget, and yet achieved exposure beyond compare.
Describe the execution (20% of vote)
6am 23rd September, 2020, Saudi National Day - 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.
List the results (30% of vote)
- 2000 newspapers picked up in one hour.
- 65% more social mentions as compared to 2019
- 43% increase in footfall to the LEGO store