Description
For Chinese New Year, everything begins around a table. It is where families gather to share reunion dinners, play mahjong, and reconnect. This campaign reimagines the table as more than a place to eat, transforming it into a stage for creative play. By using LEGO bricks, families and friends are invited to build, create, and bond together in new ways.
Across China, from Inner Mongolia to Sichuan, Hubei, and Guangdong, people from different regions, cultures, and traditions can all express their own version of the New Year through building. The table becomes a universal platform for imagination, connection, and creativity, showing how LEGO brings people together to celebrate Chinese New Year in their own unique way.
This professional campaign titled 'Build Together, Play the New Year' was published in China in January, 2026. It was created for the brand: Lego, by ad agency: Our LEGO Agency. This Film medium campaign contains 1 media asset. It was submitted 5 days ago.
Credits
Advertising Agency: Our LEGO Agency Shanghai
Production Company: Jingle
Head of LEGO Agency Asia: Annie Boo
Creative Director: Guo Jun
Creative Specialist: Bebe Wang
Senior Art Director: Yuki Siew
Senior Copywriter: Lige Sun
Senior Communications Strategist: Charlene Li
Business Partnering & Ops Director: Violet Wang
Project Manager: Holly Zhang
Director: JBL
