Check out LegoLand & AstralOOH's latest campaign that took 110,592 lego bricks, 2,000 people, 4 ad faces, 8 hours, and a lot of happy lego-fanatics of all ages.
Press: Recently LEGOLAND Discovery Centre Toronto through an event, #BrickByBrick, at Yonge Dundas Square which successfully engaged children, families and adults who share their love for LEGO. Working closely with Astral Out-of-Home, the concept of building mosaic ads, instead of paper posters, was developed. Using a method similar to paint-by-numbers, individuals from the public received a multi-coloured tile, indicating the colour of the LEGO bricks to be used. Once the tile was built, they placed it on the Astral Out-of-Home’s transit shelter ad face, where the mosaic board was secured.
These mosaics would eventually reveal characters from the newly launched 4D movie LEGO® Legends of Chima, as well as, Toronto MINILAND and the ever-popular Kingdom Quest ride. The media got in on the action as well and morning hosts from Breakfast Television Toronto even got their chance to place a tile on the mosaics early in the morning, further encouraging the public to come and build.
A time lapse video was created to capture the over 110,000 LEGO bricks, in only 8 hours, turn into these beautiful works of art which will now be a part of Toronto’s streets for all to witness over the course of the summer, after which they will be brought back to LEGOLAND Discovery Centre for all guests to enjoy. It was an overwhelming feeling to see these mosaics come to life and to know that the people of Toronto made this happen.