LEGO Builders of Sound

Create excitement for LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D.

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.

Advertised brand: LEGO
Advert title(s): LEGO Builders of Sound
Advertising Agency: Serviceplan campaign 1 gmbh, Munich, Germany
Agency website:
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer, Alexander Rehm
Art Director: Andreas Balog, Marijo Sanje
Graphic Design: Anna Tracy Wodera
Copywriter: Nicolas Becker, Lorenz Langgartner
Published: 01/2012