2012 Results

CAT 44 - Media & Entertainment Interactive (INT)


Serviceplan Gruppe (GERMANY)

LEGO, "LEGO Builders of Sound"44-02990-INT

URL: http://www.thisisforthejury.com/builders_of_sound/

Agency (city): serviceplan, munich

Creative Director(s): Oliver Palmer, Alexander Rehm

Copywriter(s): Nicolas Becker, Lorenz Langgartner

Art Director(s): Andreas Balog, Marijo Sanje

Agency Producer(s): Florian Panier

Graphic Design: Anna Tracy Wodera

Programmer(s): Ret Lauterbach (plan.net)

Chief Creative Officer: Alexander Schill

Executive Creative Director: Matthias Harbeck

Account Supervisor(s): Monika Klingenfuß, Denise Mancinone

Screendesign: John Petersson (plan.net)

LEGO Artists: Rene Hoffmeister, Axel Al-Rubaie

Camera: Stephon Karolus

Sound Design: Lorenz Langgartner

Online: Markus Maczey (plan.net)

Sound Studio: Westpark Studios, Munich

Short explanation

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. The promotion had to capture the huge fascination of the Star Wars universe as well as the interactive character of LEGO, targeting Star Wars fans as well as existing LEGO customers.

Relating to the 3D movie premiere, we also brought LEGO into a new dimension – by letting LEGO bricks play music: We built a gigantic barrel organ, entirely made from LEGO Star Wars. On its barrel, over 20.000 bricks were arranged in such a way that they played the Star Wars main theme, showcasing four fascinating LEGO Star Wars worlds at the same time. Around the movie premiere, fans could play the organ in cinemas all over Germany. Via QR Code, the built sets could be instantly ordered online. To increase awareness over on site contacts in the cinemas, we spread documentation of the organ through blogs and social networks, making the organ a viral piece of content. Through that, we also reached millions of fans online, leading them to the microsite, where they could play the organ themselves.

At the first weekend about 60.000 people in cinemas were fascinated by the organ. Major cultural blogs from all over the world (e.g. wired.com, huffingtonpost.com, engadget.com) reported about the organ, exciting the global Star Wars community as well as millions of other readers and leading all of them to the microsite. In one weekend we gained more than 250.000 views on YouTube.
During the time of the promotion, five of the sets from the organ landed among the top 20 best selling toys in Germany – making Star Wars the best selling LEGO segment.


LEGO® is an official licensed partner of Star Wars. The LEGO Star Wars collection is the largest thematic segment of LEGO® and enjoys great popularity with children as well as collectors.