Brick the Rules Campaign | Build Imagination with LEGO Cars | Clapboard Ad Archive

Brick the Rules

Description

Launched in 2022 across Singapore and the United Arab Emirates, the "Brick the Rules" campaign for LEGO, created by Grey Group Dubai and Grey Singapore, celebrates the brand's iconic and diverse range of car builds. As LEGO consistently introduces exciting new sets within its popular themes such as LEGO City, LEGO Speed Champions, LEGO TECHNIC, LEGO Creator, LEGO Friends, and LEGO DUPLO, this campaign captures the essence of what makes LEGO vehicle play truly special: freedom, creativity, and imagination. The campaign’s core message empowers children to break free from conventional play rules, encouraging them to build, unbuild, and rebuild their creations in limitless ways. Through a compelling 70-second online film, the narrative illustrates how just five minutes and a simple challenge—being told not to do something—can inspire kids to "Brick the Rules" and let their creativity drive the experience. This approach not only highlights LEGO’s commitment to nurturing imaginative play but also connects deeply with various car enthusiasts by offering a hands-on, engaging building journey that appeals to both children and adults alike. By blending fun with freedom, the campaign positions LEGO vehicles as more than just toys—they become tools for self-expression and innovation. Leveraging the universal appeal of cars alongside the limitless potential of LEGO bricks, "Brick the Rules" invites kids to explore their passion with a playful twist, reinforcing LEGO’s leadership in the toys industry and its dedication to inspiring creativity through every build. The campaign’s vibrant storytelling and dynamic visuals effectively showcase the unique, ever-evolving nature of LEGO car sets, underpinned by the hashtags #BrickTheRules and #DriveWhatYouLove, making it a memorable and impactful celebration of imaginative play.

Credits

Client

Lego

Agency

Grey Group Dubai, Grey Singapore

Executive Creative Director

Pablo Maldonado, Aaron Phua

Creative Director

Rubin Fernando, Odile Riachi

Creative Director Art

Khaled Ibrahim

Account Management

Zeina Korek, Aahant Singh, Samuel Gunn

Producer

Christiane Khoury, Guilherme Biglia and Giuliano Biondi, Daniel Dalla Corte

Managing Director

Philippe Berthelot

Strategic Planner

Shagorika Heryani, Nadim Basna

Production House

Asteroide

Director

Caja Guedes and Jonas Sanson

Cinematographer

Leo Silva

Crew

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