The space adventures of Féllicette
Star-crossed lovers
The Space Jam
Cosmic playdate.jpg
Over The Moon
Milky Way Express
The Big Pop
3, 2, 1, Go!
Building process
Description
In 2024, the LEGO Group joined forces with creative visionary Pharrell Williams to create Over The Moon. Inspired by the infinite possibilities of space, the set is an ode to dreaming big and creating without limits.
To launch the set, LEGO collaborated with Wallpaper to create the first-ever buildable magazine cover. Featuring seven LEGO-compatible holes, it invited readers to explore Williams’ vision and transform the cover into a playful LEGO canvas.
This simple yet innovative change reimagined the static print format. 300k unique covers created. In China, Adult Fans of LEGO (AFOL) showcased personalized LEGO cover builds at the “LEGO Inspiration Space” in Chengdu, an exhibition blending retro-futuristic aesthetics and design culture.
This professional campaign titled 'THE WORLD’S FIRST BUILDABLE MAGAZINE COVER' was published in China in September, 2024. It was created for the brand: Lego, by ad agency: Our LEGO Agency. This Design and Print media campaign is related to the Toys industry and contains 9 media assets. It was submitted 4 months ago.
Credits
Advertising Agency: Our LEGO Agency, Shanghai, China
Head of LEGO Agency Asia: Annie Boo
Creative Director: Guo Jun
Creative Specialist: Bebe Wang
Senior Copywriter: Ada Guo
Art Director: Shay Shi
Senior Project Manager: Karen Lin
Senior Strategist: Charlene Li, Momo Chan
Content Creator: Jawy Yang
Photographer: CHEUK LUN ALAN LO / STUFF STUDIO
