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Campaign Middle East
العربية
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Shantelle Nagarajan
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Eid Al Etihad activation by Lego showcases G-Wagon made from 445,971 bricks

Shantelle Nagarajan
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The activation aims to tie in with the country's love for the Mercedes Benz G-Wagon and celebrate UAE National Day in Lego's creative and playful way.

The Mercedes-Benz G-Wagon Lego model is built using 445,971 pieces.

To celebrate the 53rd UAE National Day, Lego and Mercedes Benz Middle East collaborated to set up an activation that showcased an almost life-size Lego model of the car brand’s G-Wagon.

Visitors can jump on board the Lego G-Wagon, take photos, and interact with the model with buttons on a panel that “starts the engine,” turn on the “headlights,” “brake lights,” and even put the “blinkers” on.

The activation site also includes an end-to-end wall dedicated solely for visitors to build the UAE flag out of Lego bricks.

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Tags:activationG WagonKristian ImhofLegoMercedes-BenzMichael StrobandUAE National Day
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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