2020/2021 Winners & Shortlists

LEGO NEWS REBUILT

Gold Lynx

Demo Film

Presentation Image

BrandLEGO SAUDI STORES
Product/ServiceRETAIL
EntrantHAVAS Dubai, UNITED ARAB EMIRATES
CategoryLimited Run Promotional Items & Printed Media
Idea Creation HAVAS Dubai, UNITED ARAB EMIRATES
Media Placement HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
PR HAVAS Dubai, UNITED ARAB EMIRATES
Production HAVAS Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the digital or ambient execution or campaign.

On 23rd September, 2020, Saudi National Day, LEGO celebrated the potential of the kingdom by showcasing the true potential of the little bricks. As soon as one of the Kingdom's largest news publications released its National Day edition, a special team recreated every single photograph, article, visual element and even every ad completely out of LEGO. These creations were captured, edited and printed to create LEGO's very own National Day newspaper. Featuring all the same news, just rebuilt. The newspaper hit newsstands across Saudi Arabia, and sold out. All within a matter of hours.

Cultural / Context information for the jury

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.

Credits

Name Company Role
Fabio Silveira Havas DXB Creative General Manager
Joao Medeiros Havas DXB Creative Creative Director
Anshuman Bhattacharya Havas DXB Creative Copywriter
Rodrigo Nakaza Havas DXB Creative Art Diretor
Serena Abi Aad Havas DXB Creative Content Director
David Yammine Havas DXB Creative Arabic Copywriter
Yasmine Elashry Havas DXB Creative Designer
Alessandro Candotti Havas DXB Creative Social Media Director
Teddy Abdel Nour Havas DXB Creative Account Director
Omar Merza Havas DXB Creative Account Manager
Mariam Moin Havas DXB Creative Traffic Manager
Adel Rmaity Havas DXB Creative Production Manager
Rami Husseini Havas KSA General Manager
Basim Asaad Havas KSA Account Director
Arej Mansour Havas KSA PR Executive
Arej Mansour Havas KSA PR Executive
David do Rosario Havas Media Middle East Head of Digital
Hugues Raingeard Havas Media Middle East Associate Director
Jone Xavier Freelancer Motion Graphic designer
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