Traktor, BETC, The LEGO Group “Rebuild The World”


Robert Goldrich
Wednesday, Sep. 25, 2019


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The LEGO®  Group launches “Rebuild The World,” a new global brand campaign supported by a TV, online and out of home campaign created by BETC, Paris, in collaboration with the LEGO Agency. 

This campaign film, "The Rabbit," follows the chase between a clever rabbit and an unlucky hunter. Directed by the multi award-winning Traktor via Stink Films, the adventure unfolds in the kind of world that only a child playing with LEGO® bricks could create. Every character, animal and vehicle is based on an existing or past LEGO®  toy, so heads spin 360 degrees, everyday objects are outsized, and a boat can suddenly fly with a little help from a palm tree. 

The film soundtrack was composed by electromusicians and composers Flavien Berger and JACQUES. The special effects were made by Mikros MPC.  
“Rebuild The World is a claim that carries a universal value and topicality today. Playing with LEGO® bricks combines the possibility to rebuild the currently existing as well as the opportunity to invent something never seen before, offers an infinite tool for children to play and imagine the world. If building is creating, then rebuilding is unlimited creativity and optimism,” said Rémi Babinet, BETC founder and creative director. 


Client Lego   Agency  Lego Agency, and BETC Paris Remi Babinet, executive creative director; Agnes Cavard, Valerie Chidlovsky, creative directors/creative team; Christophe Caurret, music creative director; Ghita Lemhandez, strategic planning; Frederic Genest, creative producer. Production Stink Traktor, directors; Hoyte Van Hoytema, DP; Nick Foley-Oates, set designer; Liz Botes, wardrobe artist. Postproduction/VFX Mikros MPG Sound Production GUM/POP Records Song: Le + Go, Flavien Berger, Jacques Auberger, composers. Reverie--Pain surprises Publishing, publishers; Pan European Recording-Pain Surprises, master owners.

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