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Lego “Rebuild the World” 2022

Lego “Rebuild the World” (2022) is a Lego commercial directed by Traktor for LEGO AGENCY, produced by Stink (Paris). It won one award: Creative Circle 2022 Silver FILM CRAFT - Best VFX (single).

This ad challenges the notion of preparing girls for the world, instead suggesting we prepare the world for girls, showcasing their creativity and ambition through Lego play.

Video: LEGO on YouTube

Shot by shot

  1. A young Black girl sits on a blue beanbag chair in a brightly lit living room, pouring a box of Lego bricks onto the floor.© Lego0:00
  2. A young girl's hands are shown in a medium closeup, as she plays with red Lego bricks on a white table, with text overlay.© Lego0:03
  3. Two people, one in a white and blue robe and the other in a blue jumpsuit, hold hands in a desert landscape at golden hour.© Lego0:09
  4. A young girl with a braid and a woman are sitting at a wooden table, building with colorful Lego bricks in an interior setting.© Lego0:14
  5. A young girl in a hijab looks down at a colorful Lego creation, with a soft, dreamy focus on her face and the toy.© Lego0:19
  6. A young Black girl with braided hair looks out a window through white blinds, with yellow paint on her fingers, in a close-up shot.© Lego0:23
  7. Two young Black children, a boy and a girl, embrace and smile in bright sunlight outdoors, with text overlay.© Lego0:27
  8. A child's hands hold a red Lego heart character with a small black hat, surrounded by scattered red Lego bricks on a light surface.© Lego0:32
  9. A group of young musicians in purple and black uniforms with cowboy hats play trumpets in a brightly lit room.© Lego0:34
  10. A young Asian girl in a leopard print cardigan and red tights stands smiling, holding a tall, colorful Lego creation in a studio with a pink background.© Lego0:38
  11. A woman in a hijab and a young girl in a blue jumpsuit walk towards the camera, with a Lego creation between them, in an outdoor walkway with lush green plants.© Lego0:41
  12. A young Asian girl with long dark hair, wearing a leopard print cardigan and striped shirt, stands with arms crossed and smiles at the camera against a pink background.© Lego0:46

Stills © Lego. Made by LEGO AGENCY, Stink (Paris) and Traktor.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Girls are already ready; the world needs to be ready for their creativity.

Tagline: “Get the world ready for girls. Rebuild the World.”

empowering girlschildhood dreamscreative playdiverse representationinspirational voice-overproblem-solution narrative

The cut

Length
60 s
Shots
32
Average shot
1.9 s

What creatives use Lego “Rebuild the World” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Lego “Rebuild the World”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young Black girl sits on a blue beanbag chair in a brightly lit living room, pouring a box of Lego bricks onto the floor.© LegoA young girl's hands are shown in a medium closeup, as she plays with red Lego bricks on a white table, with text overlay.© LegoTwo people, one in a white and blue robe and the other in a blue jumpsuit, hold hands in a desert landscape at golden hour.© LegoA young girl with a braid and a woman are sitting at a wooden table, building with colorful Lego bricks in an interior setting.© Lego
    Frames from Lego “Rebuild the World”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Lego “Rebuild the World” in order, with its length, framing and what happens in it.

    A young Black girl sits on a blue beanbag chair in a brightly lit living room, pouring a box of Lego bricks onto the floor.© LegoA young girl's hands are shown in a medium closeup, as she plays with red Lego bricks on a white table, with text overlay.© LegoTwo people, one in a white and blue robe and the other in a blue jumpsuit, hold hands in a desert landscape at golden hour.© LegoA young girl with a braid and a woman are sitting at a wooden table, building with colorful Lego bricks in an interior setting.© LegoA young girl in a hijab looks down at a colorful Lego creation, with a soft, dreamy focus on her face and the toy.© LegoA young Black girl with braided hair looks out a window through white blinds, with yellow paint on her fingers, in a close-up shot.© Lego
    Length: 60 s · Shots: 32 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a childhood dreams

    Before you present an idea, you need to know who has done it, and how.

    Lego “Rebuild the World” is built on a childhood dreams. Search the library by idea to see every spot that uses it.

    Scandinavian Airlines “Breaking Glass”© Scandinavian AirlinesVolkswagen “Kid’s Dreams”© VolkswagenGot Milk? De California Milk Processor Board “Batalla”© Got Milk? De California Milk Processor BoardVirgin Atlantic “Flying in the Face of Ordinary”© Virgin Atlantic
    Scandinavian Airlines · Volkswagen · Got Milk? De California Milk Processor Board · Virgin Atlantic

More commercials by Traktor

  • Tide "It's a Tide Ad" (2018) commercial still© TideTide “It's a Tide Ad” 2018Dir. Traktor · Saatchi & Saatchi NYCannes Lions Grand Prix 2018
  • Fox Sports Net "China" (2001) commercial still© Fox Sports NetFox Sports Net “China” 2001Dir. Traktor · Cliff Freeman & PartnersCannes Lions Grand Prix 2001
  • Facebook "Facebook 'Kazoo" (2021) commercial still© FacebookFacebook “Facebook 'Kazoo” 2021Dir. Traktor · Wieden + Kennedy, PortlandAdFest Gold 2021
  • VIRGIN ATLANTIC "Love At First Flight" (2009) commercial still© VIRGIN ATLANTICVIRGIN ATLANTIC “Love At First Flight” 2009Dir. Traktor · RKCR/Y&RClio Awards Gold 2009
  • Boots "Here Come The Girls" (2008) commercial still© BootsBoots “Here Come The Girls” 2008Dir. Traktor · MotherBritish Arrows Gold 2008
  • Miller Lite "Arm Control" (1998) commercial still© Miller LiteMiller Lite “Arm Control” 1998Dir. Traktor · Fallon McElligottCannes Lions Gold 1998

More from LEGO AGENCY

  • LEGO "Everyone Wants a Piece" (2026) commercial still© LEGOLEGO “Everyone Wants a Piece” 2026Dir. DAN FRENCH · LEGO AGENCY
  • The LEGO Group "DREAMZzz OOH" (2023) commercial still© The LEGO GroupThe LEGO Group “DREAMZzz OOH” 2023Dir. Adam Wells · LEGO AGENCY

Award-winning media & entertainment commercials

Questions

Who directed the Lego “Rebuild the World” commercial?

Traktor directed it, produced by Stink (Paris), for the agency LEGO AGENCY.

Which agency made Lego “Rebuild the World”?

LEGO AGENCY created it for Lego (2022).

What awards did Lego “Rebuild the World” win?

1 awards, including Creative Circle 2022 Silver FILM CRAFT - Best VFX (single).

What is the tagline of Lego “Rebuild the World”?

“Get the world ready for girls. Rebuild the World.”

Sources for the credits and awards

web.archive.org