With a brief from LEGO to create excitement for the LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D the agency Serviceplan came up with the idea to build a gigantic street organ consisting of 20,000 LEGO Star Wars bricks!

The bricks 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, the concept also promoted different Star Wars packages by the integration of four different Star Wars worlds (Hoth, Tatooine, Endor and the Death Star).

Around the time of the premiere, the street organ was displayed in cinemas and at special events all over Germany. Fans could play it themselves and also order the sets built on the organ via a QR-Code and a microsite.

Yep, it’s very nerdy - but totally aligned with the target group and displayed LEGO in a new context.

To launch the new Hawaii Five-0 in the French Canadian market, BluBlancRouge created a multi-media campaign with print, radio spots and outdoor placement in the streets of Montreal.

I have only seen a few scenes from the series, but the execution seems very much aligned with the plot and act and as always I’m fond of the humour and self-irony.