Google Chrome and Lego Australia introduce world’s largest Lego set in new campaign via M&C Saatchi’s Mark


Screen shot 2012-06-26 at 6.55.02 PM.jpgUPDATED – In the 50th anniversary year of the Lego brick in Australia, Google Chrome and Lego Australia have introduced Build – the largest Lego set the world has ever seen.


Through Google’s fast, simple and secure browser, Chrome, punters can now experience Lego construction like never before. Explore and build a world of 3D Lego creations online anywhere in Australia or New Zealand, publish it and share with your friends.

Screen shot 2012-06-26 at 7.45.29 PM.jpgThe concept, through M&C Saatchi’s direct and digital agency Mark, was developed in collaboration with Google and Sweden’s North Kingdom.

It’s easy to play – simply pick a plot of land on the Lego Google Map and start building. From unicorns in Uluru, spaceships in Sydney, boats in Brisbane, monsters in Melbourne or robots in Raglan – let your imagination run wild as you build with nearly 1,000 Lego bricks. Building is easy, fast and was designed to be as close as possible to the real world Lego building experience that Australians know and love.


Says Caroline Squire, Director of Marketing, Lego Australia and New Zealand: “To celebrate the 50th anniversary of the Lego brick in Australia, we’re committed to showcasing exciting new ways you can build with Lego bricks. This collaboration with Google Chrome brings the Lego brand to life in a digital world and shows that we will continue to evolve and be relevant for Lego fans young and old.


“We’re excited to see the creative builds that emerge all over Australia and New Zealand as everyone, from kids and adults to designers and gamers, lets their imaginations run wild and experiences Lego building like never before.”


Says Lucinda Barlow, Head of Marketing, Google Australia and New Zealand: “If a toy could be part of a company’s DNA then Lego would be part of Google’s. We’ve loved working together to create Build, which turns the web into a collaborative canvas where you can create and explore a new Lego world together, online. Build is our latest Chrome Experiment that demonstrates the powerful 3D graphics that are now possible in modern browsers like Chrome.


“We’re launching Build first down under and hope to open up in other countries soon. Australia is the home of Google Maps and a great place to test new innovation. Ideas like this push the web forward and make it a richer place.”

Says Hamish Stewart, Mark Creative Director: “Build has been a unique collaboration between the agency and Google. Our ambition was to develop an idea that lives online and demonstrates the creative possibilities of the Chrome browser. Working with LEGO and North Kingdom too has been a real privilege.”

Build currently lets you choose plots in Australia and NZ only.

The Build project coincides with LEGO’s Festival of Play, celebrating 50 years in Australia this year.


Client: Google Australia

Agency: M&C Saatchi/Mark

Production: North Kingdom

Digital Advertising Production: MAKE