LEGO - "Build with the Force"

Serviceplan Group

Serviceplan Group Munich, Germany

Awards

5004

Brand: LEGO
Country: Germany

Advertiser: The Lego Group

Title	Build with the Force
Agency	Serviceplan Group
Campaign	Build with the Force
Advertiser	The Lego Group
Brand	LEGO
Posted	January 2021
Business Sector	Toys & Games
Story	The force – in Star Wars, it can move objects with sheer willpower. To promote the new LEGO® Star Wars sets alongside Episode 9, we developed the ‘Build with the Force’ experience. Here, fans could physically experience the force while rebuilding their LEGO® spaceships. Our custom-built Force AI machine-learning-algorithm used image-recognition-technology to measure the force-gesture, muscle-tension, concentration-level and even heartrate to control the action on screen.
Media Type	Interactive Outdoor Experience
Length	118 seconds
Creative Director	Till Rothweiler
Creative Director	Andreas Daum
Creative Director	Richard Wegele
Copywriter	Janus Berendts
Director of Photography (DOP)	Albert Coon
Director of Photography (DOP)	Johannes Maierbacher
Production Company	Neverest GmbH & Co. KG
Sound Designer	Markus Krause
Global Chief Creative Officer	Alexander Schill
Chief Creative Officer	Matthias Harbeck
Account Management	Sandra Loibl
Account Management	Christin Herrnberger
Account Management	Monika Klingenfuss
Account Management	Stefanie Keller
Account Management	Franzisca Seippel
Designer	Niklas May
Designer	Alexander Kneifel
Designer	Efim Tamplon
Designer	Carl Eggert
Production Company	Plan.Net
Managing Partner	Jochen Lenhardt
Media Agency	MediaPlus GmbH & Co.KG
Media Planner	Lukas Pachoinig
Media Planner	Victoria Wissmann
Media Planner	Maximilian Leipert
Media Planner	Sabrina Duchow
Media Planner	Hans Zieringer
Producer	Roman Prochnow
Producer	Laura Staudinger
Producer	Ewald Pusch
Producer	Mirko Hampel
Producer	Timon Patris