Builders of Sound

April 2012

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.

Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Directors: Oliver Palmer, Alexander Rehm
Art Directors: Andreas Balog, Marijo Sanje
Graphic Design: Anna Tracy Wodera
Copywriters: Nicolas Becker, Lorenz Langgartner

Comments (7)

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Highest Rated

ivanm16's picture
Activity Score 387

Experience like no other! Brilliant!

kleenex's picture
Activity Score 44681

OMG this is sooooo cool.

nicolausmayo's picture
Activity Score 196

The most Brilliant Idea from LEGO!!!

stke's picture
Activity Score 274


Design Central's picture
Design Central
Activity Score 364

Love it...!

gustavoabrilL's picture
Activity Score 871

muy bueno

kalpesh78's picture
Activity Score 2578

love it.

ideas....30 minutes nahi toh free.

ivanm16's picture
Activity Score 387

Experience like no other! Brilliant!