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Joao Medeiros
Joao Medeiros
Executive Creative Director at Havas New York
New York, United States
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TitleBlocks Away (Board)
Agency
Campaign Blocks Away
Advertiser The Lego Group
Brand LEGO
Date of First Broadcast/Publication 2021 / 2
Business Sector Toys & Games
Philosophy Idea:
So to launch the LEGO flagship store in Riyadh, we turned some of the most popular entertainment destinations and fast food outlets in Riyadh Park Mall into direction markers leading shoppers to the new LEGO store. Without ever mentioning their names.

Execution:
After identifying the most popular brands for kids and families in the mall, we created special mall signage posters featuring key iconic elements associated with those brands, recreated using LEGO, along with cleverly crafted directions from those stores to the LEGO flagship store.

The posters were then specially placed outside the relevant stores. Turning all of them into direction markers without their knowledge.
Problem Directions in Saudi Arabia are given using turns and distances. Popular stores and local landmarks become markers to help people get around.
Result For the first time ever, a LEGO store launch in the Middle East became a social media phenomenon.

Media Type Integrated Media/360 Activation
Agency
Executive Creative Director
Senior Art Director
Associate Creative Director
Associate Creative Director
Art Director
Account Director
Account Manager
Editor/Animator
Traffic Manager
PR Executive
Associate Media Director
Copywriter
Designer

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