LEGO Saudi Stores / Saudi Arabia / 2020PR Stunts
LEGO News Rebuilt.
On the 90th National Day, LEGO rebuilt the front page and photographs of Al Madina's special edition in bricks within hours of publication and put the LEGO version on newsstands.
- Brand
- LEGO Saudi Stores
- Agency
- Havas Middle East
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2020
The challenge
Saudi newspapers fill their National Day editions with stories of pride and progress. LEGO, which presents itself as building children's potential, wanted a place in that national conversation in its own material.
The idea
Havas Middle East teams in Dubai and Riyadh worked in real time to rebuild Al Madina's cover and the pictures for nine celebratory stories from the past year out of LEGO bricks, then photographed and designed the edition. It reached newsstands in Riyadh and Jeddah the same day and was shared by influencers.
Case study source: ArabAd Source ↗
