{"id":21585,"date":"2024-06-10T13:52:28","date_gmt":"2024-06-10T13:52:28","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=21585"},"modified":"2024-06-10T14:07:05","modified_gmt":"2024-06-10T14:07:05","slug":"lego-case-study","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/lego-case-study\/","title":{"rendered":"LEGO\u2019s Rebuild The World: A Case Study in Visual Communication"},"content":{"rendered":"<p><strong>TL;DR:<\/strong> The Rebuild The World campaign harnesses the power of masterful visual storytelling to inspire, empower, and engage parents and children everywhere. It challenges audiences to re-imagine the world without constraints, deconstructing the old where needed and creating a better future through playful cooperation and boundless creativity.<\/p>\n<p><strong>So What:<\/strong> LEGO\u2019s Rebuild the World campaign started in 2019 and has since engaged millions of children and adults worldwide. Focusing on creative problem-solving, it educates, engages, and sparks action in alignment with LEGO\u2019s purpose and values. It offers an example of successful marketing communication that provides value beyond promotion.<\/p>\n<hr \/>\n<p>LEGO\u2019s \u201cRebuild the World\u201d campaign celebrates children\u2019s endless creativity through visual storytelling, education, and interactive elements. Launched in 2019, \u201c<a href=\"https:\/\/x.com\/hashtag\/RebuildTheWorld\">Rebuild The World<\/a>\u201d sought to empower future adults to use imagination and play to discover diverse solutions to real-world problems.<\/p>\n<p>By encouraging children\u2019s unfettered use of imagination and creativity, Rebuild the World demolishes taboos and challenges preconceptions, freeing the spirit to test and redefine the limits of what\u2019s possible. Here\u2019s what marketers can learn.<\/p>\n<h2>The Campaign<\/h2>\n<p style=\"text-align: center;\"><iframe src=\"https:\/\/www.youtube.com\/embed\/XraFU5BjYjQ?si=Szmmg_E_Ao3CGrZk\" width=\"780\" height=\"438\" frameborder=\"&quot;\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p>The campaign&#8217;s main video features a knight who wants to cross a body of water to visit his bear friend on the other side. The townsfolk try to help the protagonist in various (comical) ways, but their feats of creativity fall short. Eventually, they pool their ideas and resources to build a bridge that allows the knight to cross the divide and reunite with his friend.<\/p>\n<p>The core message positions LEGO as the enabler of creativity through play. By rebuilding the world, children and adults develop skills, set their imaginations free, and solve problems cooperatively. At the same time, LEGO helps people overcome ingrained attitudes, removing hurdles from the path of creativity.<\/p>\n<p style=\"text-align: center;\"><iframe src=\"https:\/\/www.youtube.com\/embed\/zCXMx7RcZ5I?si=CQPtAp0v6UC-HY_f\" width=\"780\" height=\"438\" frameborder=\"&quot;\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p>Another 2020 video focuses on out-of-the-box thinking and unconventional solutions. It shows a white rabbit being chased by a hunter in a LEGO world with colored bricks, LEGO people, and dinosaurs.<\/p>\n<p>LEGO is a $10 billion global brand that continues to grow faster than the broader toy market, helped in part by this campaign. So, why does the campaign work?<\/p>\n<h2>Using Emotion and Visuals to Spark Imagination<\/h2>\n<p>LEGO\u2019s brand of visual storytelling is a carefully crafted marketing language that works through several different communication approaches:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Grabbing Visual Attention.<\/strong> Visual content is easier to digest than text. There\u2019s a reason millions of children and adults worldwide are hopelessly hooked on consuming short video content.<\/li>\n<li aria-level=\"1\"><strong>Simplifying Communication.<\/strong> It eschews verbal rhetoric in favor of a global reach. Regardless of your language, LEGO\u2019s Rebuild the World videos manage to inspire, empower, and encourage within seconds. They deliver complex communication in a simple, visually appealing package.<\/li>\n<li aria-level=\"1\"><strong>Engaging Emotions and Wonder.<\/strong> Vivid visuals allow video creators to establish quick emotional connections with audiences, and we base many of our decisions on emotional responses.<\/li>\n<li aria-level=\"1\"><strong>Creating Ethos Through Quality.<\/strong> The quality visuals of the videos convey professionalism and a steadfast commitment to quality, building trust and a positive perception of the content.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Supports Social Media Awareness.<\/strong> People are more willing to share visual content than text. Funny, relatable, and inspirational visual content is the most likely to go viral.<span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"wp-image-21587 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/lego-representing-plants.jpg\" alt=\"lego representing plants\" width=\"600\" height=\"793\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/lego-representing-plants.jpg 1549w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/lego-representing-plants-227x300.jpg 227w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/lego-representing-plants-775x1024.jpg 775w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/lego-representing-plants-768x1015.jpg 768w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/lego-representing-plants-1162x1536.jpg 1162w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><i><span style=\"font-weight: 400;\">Who knew a lawn mower could plant flowers?<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>The Rebuild the World campaign is inspirational and aligned with LEGO\u2019s brand values. Its lighthearted, humorous approach encourages audience participation, directly addressing the brand\u2019s global fan base while strengthening its identity.<\/p>\n<h2>Marketer\u2019s Takeaway<\/h2>\n<p>LEGO\u2019s Rebuild the World campaign proves that visual storytelling can create a compelling, powerful, and universally intelligible rhetoric. It reaches across cultural divides seemingly effortlessly, strengthening LEGO\u2019s identity and inspiring the audience in lockstep with the purpose and values of the organization.<\/p>\n<p>Here\u2019s what you can take away, as a marketer, from LEGO\u2019s visual storytelling prowess:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Use Engaging Narratives.<\/strong> Stories built around universally positive values like creativity, cooperation, and successful problem-solving always resonate with the public. Evoking an emotion like nostalgia or joy makes visual storytelling truly engaging.<\/li>\n<li aria-level=\"1\"><strong>Power Inclusive Messaging.<\/strong> LEGO\u2019s messaging is as consistent as it is inclusive. Creativity, play, cooperation, and education are all universally valued concepts.<\/li>\n<li aria-level=\"1\"><strong>Use Humor and Wit.<\/strong> Humor relaxes audiences, priming viewers for emotional connections while enhancing the viewing experience. It creates subconscious positive associations with the brand.<\/li>\n<li aria-level=\"1\"><strong>Maintain Consistency.<\/strong> The Rebuild the World campaign aligns perfectly with LEGO\u2019s values. Consistent alignment conveys authenticity and builds trust with the audience.<\/li>\n<li aria-level=\"1\"><strong>Inspirational communication provides extra value.<\/strong> Ideal marketing communication provides value beyond promotion. LEGO\u2019s videos seek to inspire, empower, and educate, positioning the organization as a thought leader keen on building connections with its potential clients.<\/li>\n<\/ul>\n<p>LEGO\u2019s Rebuild the World campaign provides good examples of clear, concise, and universally consistent communication through visual storytelling.<\/p>\n<blockquote><p>Do you need help to make your communications clearer and ensure that they reach their intended audience? Get <a href=\"https:\/\/mediashower.com\/blog\/customer-persona-generator\/?__mscta=3315_101103_11584\">Instant customer clarity with our Customer Persona Generator<\/a>.<\/p><\/blockquote>\n<p><a href=\"https:\/\/mediashower.com\/blog\/customer-persona-generator\/?__mscta=3315_101103_11584\"><img loading=\"lazy\" class=\"aligncenter wp-image-21589 size-full\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/CTA-instant-customer-clarity.jpg\" alt=\"CTA instant customer clarity\" width=\"680\" height=\"240\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/CTA-instant-customer-clarity.jpg 680w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/06\/CTA-instant-customer-clarity-300x106.jpg 300w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>LEGO\u2019s Rebuild the World Campaign uses visual storytelling to educate and engage audiences, delivering a few inspirational marketing communication pieces.   <\/p>\n","protected":false},"author":113,"featured_media":21586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/21585"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=21585"}],"version-history":[{"count":4,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/21585\/revisions"}],"predecessor-version":[{"id":21593,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/21585\/revisions\/21593"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/21586"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=21585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=21585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=21585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}