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Bronze Winner

Non-Traditional — Interactive Installations

Entrant: serviceplan, Munich

"LEGO Builders of Sound"

Description of the Project

BRIEF: LEGO Germany was a cooperation partner for the release of Star Wars 3D: Episode 1. Therefore we were asked to create an involving idea to promote LEGO Star Wars sets in cinemas.

STRATEGY: Both LEGO and Star Wars fan communities are known for creative, near eccentric fandom. To impress these challenging target groups, we had to come up with something truly innovative: Relating to the 3D movie premiere, we also brought LEGO into a new dimension – by letting LEGO bricks play music.

SOLUTION: We built a gigantic barrel organ consisting of 20,000 LEGO Star Wars pieces. These were arranged in such a way that the construction struck the keys of a keyboard via a mechanical device as it was turning, playing the Star Wars theme tune. The barrel organ went on tour through cinemas across Germany in the run-up to the Star Wars premiere. Fans could turn the crank themselves and then buy the LEGO sets used directly via a QR-Code. Everyone who couldn’t be there had the opportunity to experience the barrel and select their favourite Star Wars sets online.

Cameraman: Stephon Karolus LEGO Artists: Rene Hoffmeister/Axel Al-Rubaie/Ralf Scheibner Producer: Florian Panier Programmer: Ret Lauterbach ( Screendesign: John Petersson ( Graphic Designer: Anna Tracy Wodera Art Directors: Andreas Balog/Marijo Sanje Copywriters: Nicolas Becker/Lorenz Langgartner Creative Directors: Oliver Palmer/Alexander Rehm Executive Creative Director: Matthias Harbeck Chief Creative Officer: Alexander Schill Agency: serviceplan, Munich Agency Account Directors: Monika Klingenfuß/Denise Mancinone Client Account Director: Christian Korbes Corporate Name of Client: LEGO GmbH

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