LEGO Germany’s role as a partner in the release of Star Wars 3D Episode 1 was promoted with “Builders of Sound”, a campaign featuring a gigantic barrel organ made from 20,000 LEGO bricks. The barrel incorporated four Star Wars worlds, Hoth, Tatooine, Endor and the Death Star, connected with mechanical levers, striking the keys of a keyboard and playing the music. During the premiere, cinema goers were able to play the organ in German cinemas, and were able to order the built sets using QR Code. Documentation from the event led the global Star Wars community to a microsite, where they also could experience the organ. The campaign won a Gold Outdoor Lion, Gold Promo & Activation Lion, Gold and Bronze Direct Lions at 2012 Cannes International Festival of Creativity.
Click on the image below to play the Builders of Sound case study video in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The Builders of Sound campaign was developed at Serviceplan, Munich, by chief creative officer Alexander Schill, executive creative director Matthias Harbeck, creative directors Oliver Palmer and Alexander Rehm, copywriters Nicolas Becker and Lorenz Langgartner, art directors Andreas Balog and Marijo Sanje, account supervisors Monika Klingenfuß and Denise Mancinone, producer Florian Panier, Lego artists Rene Hoffmeister, Axel Al-Rubaie and Ralf Scheibner, graphic designer Anna Tracy Wodera, screen designer John Petersson, programmer Ret Lauterbach, photographer Stephon Karolus, sound designer Lorenz Langgartner.