Get ready to explore a world of entertainment, a world of nothing but LEGO fun, always creating toys that stimulate the creation, having the power to bring and unite families together. Prior to appearing in its last February campaign, this one campaign was in the month of Ramadan, since it’s the month of reflecting on one another and bringing human beings together. The phrase that kids frequently use the most is when they’re asking their parents if they want to play, this is why LEGO is urging everyone to experience Ramadan through the perspective of children and to construct bridges to reconnect with people with whom we have had disagreements or have simply lost contact. The way the brand placed this ad in the streets of Dubai was truly astonishing, over die-cut billboards came a bridge lego-looking-like the billboard was a brilliant way to position the campaign as the tagline of the campaign is “Building bridges to reconnect like children do” so a colorful lego building block was in fact placed, making it stand out as a creative concept campaign that has successfully captured audiences interest and attention. The campaign invaded Dubai’s billboards as digital screens and bridge billboards in the first week of April with Hills Advertising and Phi Advertising being the media provider. It's worth mentioning that the agency behind the creative concept is V4 Good.
