LEGO Germany was a co-operation partner for the release of Star Wars 3D –Episode 1. Therefore we were asked to create a flm involving the idea to promote LEGO Star Wars sets in cinemas. The promotion had to capture the huge fascination of the Star Wars universe and combine it with the innovative and interactive nature of LEGO, selling LEGO Star Wars sets in the most playful way.

Brief: Create excitement for LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D.

Idea: We also brought LEGO to a new dimension: By turning LEGO into music – with a gigantic street organ consisting of 20,000 LEGO Star Wars bricks. These were arranged in such a way that they played the Star Wars theme tune when the crank was turned – while at the same time showcasing the sets we wanted to promote, integrated into four fascinating Star Wars worlds (Hoth, Tatooine, Endor and the Death Star).
Around the time of the premiere, the organ was displayed in cinemas and at special events all over Germany. Fans could play it themselves and order the sets built on the organ via a QR-Code and a microsite.

Agency: serviceplan

directed & produced by stephon karolus

Awards:

cannes lions / 3x Gold
ADC Deutschland / Gold
ddp / Gold
New York Festival / Silver

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