Lego Says Build It

Lego’s Build It won a silver Lion at Cannes International Advertising Festival in 2006. Large Lego bricks are photographed at a train station, in a hangar, and at a fire station. The simple text, “Build It”, appeals to viewers to get on with the train, plane and fire engine.

Lego on the tracks at a train station

Lego in a hangar

Lego at a fire station


The Build It campaign was developed at Saatchi & Saatchi Singapore, by creative director Andy Greenaway, copywriter/art director Stuart Harricks, copywriter Roger Makak, with photographer Dean Zillwood, IDC Photographers, New Zealand, with retouching done at Procolor, Singapore.


The Build It campaign won a Silver Press Lion at Cannes Lions 2006, gold and bronze awards at the Asia Pacific AdFest 2007, silver and bronze awards at the Clio Awards 2007, gold, silver and bronze awards at The One Show 2007.

  • Jake Volt

    I’m embarrassed to admit that I don’t “get” this campaign. I see that the train station ad won Gold in this year’s One Show.
    It doesn’t seem that clever. There’s no twist or “aha” moment.
    Is there a cultural nuance that I’m missing?
    Please help.

  • stav

    um… the aha moment is realization you should build what’s missing from the photot. it’s not that far fetched, they just let the viewer think a little for himself.