Lego Archives - Campaign Middle East https://campaignme.com/tag/lego/ Thu, 14 May 2026 18:06:29 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Lego Archives - Campaign Middle East https://campaignme.com/tag/lego/ 32 32 Coachella, Carolyn Bessette and Coach didn’t get the generational marketing memo and neither should you https://campaignme.com/coachella-carolyn-bessette-and-coach-didnt-get-the-generational-marketing-memo-and-neither-should-you/ Fri, 15 May 2026 06:00:29 +0000 https://campaignme.com/?p=122084 We have spent the better part of a decade building an industry out of generational segmentation. We built frameworks, cohort maps and persona decks. We assigned values to birth years. We told ourselves that if we could crack the Gen Z mindset, or finally decode the Boomer’s nostalgia code, we’d have the formula. We were […]

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]]> Learning from LEGO: The price of being iconic in the age of ‘slopaganda’ https://campaignme.com/learning-from-lego-the-price-of-being-iconic-in-the-age-of-slopaganda/ Fri, 01 May 2026 06:54:12 +0000 https://campaignme.com/?p=121350 On 8 April 2026, LEGO was named the world’s most reputable company for the fourth consecutive year, topping the Global RepTrak 100. That same week, a state-linked studio began releasing the latest in its ongoing AI-generated series depicting LEGO-like minifigures reenacting situations from geopolitical conflicts rendered in a visual language that every child, and most […]

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]]> LEGO collabs with Ronaldo, Messi, Mbappe and Vini Jr ahead of FIFA World Cup 2026 https://campaignme.com/lego-collabs-with-ronaldo-messi-mbappe-and-vini-jr-ahead-of-fifa-world-cup-2026/ Mon, 06 Apr 2026 07:00:34 +0000 https://campaignme.com/?p=118646 The LEGO Group is teaming up with Cristiano Ronaldo, Lionel Messi, Kylian Mbappé and Vini Jr. to celebrate the magic of football alongside kids and families from all over the world. With the FIFA World Cup 2026™ just around the corner and football fever at an all-time high, fans can now build their treasured players […]

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]]> C2 Comms picks Pablo Maldonado as Executive Creative Director https://campaignme.com/c2-comms-appoints-pablo-maldonado-as-executive-creative-director/ Mon, 24 Nov 2025 13:50:12 +0000 https://campaignme.com/?p=112237 Independent agency C2 Comms has appointed Pablo Maldonado as its new Executive Creative Director to spearhead the agency’s creative output and drive its ambitious growth plans across the Middle East. With more than two decades of experience shaping well-known, award-winning campaigns across Argentina, Mexico, the US, and, since 2019, the UAE, Maldonado brings a blend […]

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]]> Gambit 3.0 unveiled: 26 hires, four divisions, two new offices https://campaignme.com/gambit-3-0-unveiled-26-hires-four-divisions-two-new-offices/ Mon, 21 Jul 2025 07:25:38 +0000 https://campaignme.com/?p=105719 Gambit Communications, the Dubai-born independent PR and influencer marketing agency, has revealed a multilayered expansion titled ‘Gambit 3.0’ that features the launch of four branded divisions, 26 team member hires and two new purpose-built office spaces. Rather than following the traditional agency model of subdividing by practices, Gambit Communications has prioritised synergy and authenticity by […]

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]]> What MENA marketers can learn from fandom strategy https://campaignme.com/what-mena-marketers-can-learn-from-fandom-strategy/ Wed, 21 May 2025 05:30:23 +0000 https://campaignme.com/?p=102676 With the Middle East becoming a global hub for entertainment and tourism, regional marketers have a unique opportunity to employ the power of fandom to build enduring brand loyalty. LEGO’s innovative fan engagement strategies, coupled with the recent announcement of Disneyland Abu Dhabi offer valuable lessons for brands in the region. Get your tickets to […]

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]]> Customer centricity: Embracing the outside-in perspective https://campaignme.com/customer-centricity-embracing-the-outside-in-perspective/ Wed, 07 May 2025 05:30:11 +0000 https://campaignme.com/?p=101856 Marketing and brand management have undergone significant changes in the past decade, mainly driven by rapid advancements in technology and their impact on customers’ daily lives. Widespread internet access, the evolution of e-commerce, the availability of information, and more recently, the rise of AI, have shifted the balance of power from brands to customers. This […]

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]]> Mercedes-Benz gains more than 6.5m views with Lego, influencer collaboration https://campaignme.com/mercedes-benz-gains-more-than-6-5m-views-with-lego-influencer-collaboration/ Wed, 12 Feb 2025 13:00:27 +0000 https://campaignme.com/?p=96114 To keep the buzz going around the Lego Mercedes-Benz G 500 Professional set, Mercedes-Benz has collaborated with influencer Laura Butler to create a car review like no other. Adopting Lego’s signature animation style, Butler turns into a Lego mini-figure, delivering her thoughts on the new G-Class series completely in brick form. The review covers everything […]

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]]> Eid Al Etihad activation by Lego showcases G-Wagon made from 445,971 bricks https://campaignme.com/eid-al-etihad-activation-by-lego-showcases-g-wagon-made-from-445971-bricks/ Fri, 06 Dec 2024 09:16:47 +0000 https://campaignme.com/?p=93172 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,” […]

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]]> LEGO to ‘roll out’ of Formula 1 pits, F1 Paddock Club in 2025 https://campaignme.com/lego-to-roll-out-of-formula-1-pits-f1-paddock-club-in-2025/ Thu, 26 Sep 2024 05:45:17 +0000 https://campaignme.com/?p=90039 For the upcoming 75th anniversary of the FIA Formula 1 World Championship, the LEGO Group will have a presence at key races throughout the 2025 calendar, to bring play into the F1 Paddock like never before. Fans should look out for the full partnership, including products, experiences and content to roll out of the pits in […]

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