Directions in Saudi Arabia are given using turns and distances. Popular stores and local landmarks become markers to help people get around.
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.
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.
For the first time ever, a LEGO store launch in the Middle East became a social media phenomenon.
Integrated advertisement created by Havas, Saudi Arabia for Lego, within the category: Toys.
Executive Creative Director: Joao Medeiros
Senior Art Director: Michele De Iuliis
Associate Creative Director: Anshuman Bhattacharya
Associate Creative Director: Rodrigo Nakaza
Art Director: Fernando Zornoff
Account Director: Teddy Abdelnour
Account Manager: Omar Merza
Editor/Animator: Fuad Tharakandiyil
Traffic Manager: Mariam Moin
PR Executive Havas KSA: Arej Mansour
Associate Media Director: Hugues Raingeard
Copywriter: Rita Boustany
Designer: Yasmine Elashry