On 23rd September 2020, Saudi National Day, LEGO celebrated the potential of the kingdom by showcasing the true potential of the little bricks. As soon as one of the Kingdom's largest news publications released its National Day edition, a special team rebuilt every single photograph, article, visual element and even every ad completely out of LEGO. These creations were captured, edited and printed to create LEGO's very own National Day newspaper. Featuring all the same news, just rebuilt. The newspaper hit newsstands across Saudi Arabia and sold out. All within a matter of hours.
Within hours of its release, the newspaper became the news of the day. Featured by other publications, radio shows and websites across the country. By showcasing the potential of the little bricks, LEGO celebrated the potential of the entire kingdom.
Design advertisement created by Havas, Saudi Arabia for Lego, within the category: Toys.
General Manager: Fabio Silveira, Rami Husseini
Creative Director: Joao Medeiros
Associated Creative Director: Anshuman Bhattacharya
Senior Art Director: Rodrigo Nakaza
Designer: Yasmine Elashry
Copywriter: David Yammine
Content Director: Serena Abi Aad
Account Director: Basim Assad
Account Manager: Teddy Abdel Nour, Omar Merza
Production Manager: Adel Rmaity
Associate Director: Hugues Raingeard
PR Executive: Areej Mansour
Media: David do Rosario
Montion Graphic Designer: Jone Xavier