Google Chrome and Lego Australia introduce world's largest Lego set in new campaign via M&C Saatchi's Mark

Screen shot 2012-06-26 at 6.55.02 PM.jpgUPDATED - In the 50th anniversary year of the Lego brick in Australia, Google Chrome and Lego Australia have introduced Build - the largest Lego set the world has ever seen.
Through Google's fast, simple and secure browser, Chrome, punters can now experience Lego construction like never before. Explore and build a world of 3D Lego creations online anywhere in Australia or New Zealand, publish it and share with your friends.
Screen shot 2012-06-26 at 7.45.29 PM.jpgThe concept, through M&C Saatchi's direct and digital agency Mark, was developed in collaboration with Google and Sweden's North Kingdom.

It's easy to play - simply pick a plot of land on the Lego Google Map and start building. From unicorns in Uluru, spaceships in Sydney, boats in Brisbane, monsters in Melbourne or robots in Raglan - let your imagination run wild as you build with nearly 1,000 Lego bricks. Building is easy, fast and was designed to be as close as possible to the real world Lego building experience that Australians know and love.
Says Caroline Squire, Director of Marketing, Lego Australia and New Zealand: "To celebrate the 50th anniversary of the Lego brick in Australia, we're committed to showcasing exciting new ways you can build with Lego bricks. This collaboration with Google Chrome brings the Lego brand to life in a digital world and shows that we will continue to evolve and be relevant for Lego fans young and old.
"We're excited to see the creative builds that emerge all over Australia and New Zealand as everyone, from kids and adults to designers and gamers, lets their imaginations run wild and experiences Lego building like never before."
Says Lucinda Barlow, Head of Marketing, Google Australia and New Zealand: "If a toy could be part of a company's DNA then Lego would be part of Google's. We've loved working together to create Build, which turns the web into a collaborative canvas where you can create and explore a new Lego world together, online. Build is our latest Chrome Experiment that demonstrates the powerful 3D graphics that are now possible in modern browsers like Chrome.
"We're launching Build first down under and hope to open up in other countries soon. Australia is the home of Google Maps and a great place to test new innovation. Ideas like this push the web forward and make it a richer place."

Says Hamish Stewart, Mark Creative Director: "Build has been a unique collaboration between the agency and Google. Our ambition was to develop an idea that lives online and demonstrates the creative possibilities of the Chrome browser. Working with LEGO and North Kingdom too has been a real privilege."

Build currently lets you choose plots in Australia and NZ only.

The Build project coincides with LEGO's Festival of Play, celebrating 50 years in Australia this year.

Client: Google Australia
Agency: M&C Saatchi/Mark
Production: North Kingdom
Digital Advertising Production: MAKE


Who is the agency said:

Anyone know?

Mark said:

M&C's digital agency Mark.

Jimmy the nose said:

I just tried it in chrome and it said I need to download chrome...I'm googleplexed

Brick Fan said:

One Green Bean handling the project and PR for LEGO's Festival Of Play which this is linked to. Believe Mark are the digital agency for Build.

Pay That said:

Great idea, well done.

techfail said:

Nice idea, tried to do it using chrome, said I needed to use chrome...

not working said:

for me either....

Brick Boy said:

Brick Fan:
The build was done by North Kingdom (, I don't think Mark's got skills to build something of such calibre.

so the headline should be..... said:

Google Chrome and Lego Australia introduce world's largest Lego set in new campaign by North Kingdom and PR release by M&C Saatchi's Mark

Whats the problem? said:

Who cares who built it if m&c came up with the concept? Ad agencies don't make their own tvc's, they just concept them. And even if someone like Mark needs a little build help, what's the problem? Is it a great idea? Yes. Who cares about the rest (but yes, build credit should go where it's due)

Dear So the headline should be..... said: said:

Let me get this straight. Mark came up with a brilliant idea and you seem to be suggesting that they should have had a go at building it themselves. Even though it was highly unlikely that they would have the specialist skills required to execute it brilliantly. And, I'd suggest that few agencies in Australia would have.

Instead, they wisely chose to go with a world class production partner, which you seem to imply is somehow a failure? I'd argue that half the trick in advertising is coming up with a brilliant idea, the other half is finding the best possible way to pull it off. Hats off to the team at Mark for doing both.

Brick Boy said:

Giving credit where credit is due. Without those who 'materialize' your ideas, they are just ideas.

L said:

Brick Boy, whoever you are, all credit is given if you read the release. You seem to have an agenda, which is insidious. Johannes Leonardo didn't build share a coke but deserve credit for their role in the idea. BMF worked with Holler for years. Agencies hire great directors. BBH and Google have worked with B-Reel and North Kingdom before. These projects never have one source. I think you're showing your naïveté or your agenda, one of the two.

Mo said:

Love it!

Leave a comment