LEGO stands for building every child’s potential. Its newest store in the GCC was opened in the Kingdom of Saudi Arabia, a nation consistently building towards a prosperous future.
Newspapers of Saudi Arabia celebrate the National Day by dedicating every page to highlighting Saudi pride and progress. So, on the 90th Saudi National Day, LEGO Saudi Stores collaborated with Havas Middle East to join the celebrations.
On 23rd September 2020, the front cover of Al Madina (one of the leading Saudi newspapers) was completely recreated using LEGO within a few hours of their National Day paper being released. The teams of Havas Middle East in Dubai and Riyadh collaborated in real-time to build, photograph, design and distribute the newspaper made with LEGO to newsstands across Riyadh and Jeddah, all on the same day.
The special newspaper also featured 9 celebratory articles based on trending headlines seen over the past year. Each with the original photograph recreated using hundreds of LEGO pieces.
The paper caught the attention of more than just the children of the Kingdom. Popular influencers such as Nada Baeshen, Mawadda Tak shared stories of the paper on their social channels.
Dalal Mohamed from UFM radio remarked “This is truly a beautiful and remarkable achievement” during a segment covering the LEGO newspaper on her morning show.
This special edition newspaper was an ode to the Kingdom’s journey towards achieving its progressive vision that also inspired the imagination of young minds. Because building their potential helps build the Kingdom’s potential.
The agency was Havas Middle East.