Cannes Lions

TOYS

Y&R BUDAPEST, Budapest / LEGO / 2015

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Overview

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Credits

Overview

Description

Hungary is a nation proud of its creativity. Its artists are remembered in the biggest park, at the Avenue of Artists. Two bronze statues were stolen from here and there was no money for their replacement. So Lego, a brand with creativity at its core, gave the two statues back to the city, built entirely of Lego bricks. These two busts are exact replicas of the originals and were placed on the spot where the originals were stolen from.

Execution

The Lego statues were first built in 3D, then out of real Lego bricks.

Outcome

The news of the Lego statues reached over 700 K people combined, all around the world. The news was featured in The Independent UK, got into the database of Getty Images, was featured on all 4 of the country's biggest TV channels as evening news, and swept through the Hungarian social media.

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