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What are LEGO blocks doing on Sheikh Zayed Road?

By Jalaja Ramanunni

Have you noticed the LEGO blocks on Sheikh Zayed Road?

Turns out, it is a teaser for LEGO Middle East’s Ramadan campaign ‘Building Bridges’. It is a playful nudge to be more forgiving this Ramadan.

LEGO’s new campaign ‘Building Bridges’ invites people to channel their inner child. Forgiveness is an act that most adults tend to struggle with. However, it comes naturally to children and they often do it through play.

LEGO teased the concept with the non-branded OOH bridge that came up a few days ago on SZR and it got people talking and went viral on on social media. The concept was revealed on another bridge on SZR.

Throughout the month of Ramadan

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