How Lego’s “Rebuild the World” Campaign Mastered Storytelling, Community, and Creativity

Lego

Lego’s “Rebuild the World” campaign isn’t just about plastic bricks—it’s a masterclass in marketing that blends imagination, inclusivity, and purpose. Launched in 2019, this global initiative redefined how brands can inspire audiences while driving tangible results. At Boston Waves, we break down why this campaign matters and how small businesses can adapt its strategies.

Key Strategies & Execution

1. Storytelling with Soul

Lego partnered with creative agency BETC Paris to produce a whimsical animated short film. The video featured children and fantastical creatures working together to “rebuild” a chaotic world using Lego bricks. This narrative:

• Humanized the brand by focusing on creativity over products.

• Appealed to nostalgia (adult fans) while inspiring younger generations.

• Went viral, earning 50M+ views globally and sparking social media conversations.

Lesson for Small Businesses: Invest in emotionally resonant storytelling—even modest budgets can prioritize authentic narratives over hard sells.

2. Multi-Channel Engagement

Lego amplified the campaign through:

• Interactive Experiences: Pop-up events where kids solved real-world challenges using Lego (e.g., building eco-friendly cities).

• Social Media: User-generated content challenges like #RebuildTheWorld encouraged fans to share their creations.

• Partnerships: Collaborations with UNESCO and educators promoted creativity in schools.

Small Biz Takeaway: Blend online and offline tactics. A local bakery could host a “rebuild your dream dessert” contest on Instagram, driving foot traffic and engagement.

3. Inclusive Community Building

The campaign celebrated diversity by showcasing children of all backgrounds, abilities, and genders collaborating. Lego also:

• Launched free creativity workshops in underserved communities.

• Donated Lego sets to schools globally to bridge play accessibility gaps.

Why It Worked: Aligning with universal values (creativity, inclusivity) built trust and loyalty.

4. Sustainability Integration

Though not the campaign’s focus, Lego subtly highlighted its pledge to make all bricks from sustainable materials by 2030. This reinforced its commitment to “rebuilding” a better future.

Results

• Brand Perception: Lego’s “trustworthy” and “innovative” scores rose by 18% (YouGov).

• Sales: Lego saw a 14% revenue increase in 2020, fueled by pandemic-driven demand and sustained brand affinity.

• Social Impact: 1M+ children participated in global creativity workshops.

At Boston Waves, we specialize in crafting campaigns that blend creativity, strategy, and measurable impact—no Lego-sized budget required. Whether you’re a local retailer or a startup, let’s build something remarkable together.