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.