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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, LEGO-certified stores will welcome families to build their own bridges in stores.

“#BuildingBridges is a subtle reminder from our very children that Ramadan can also be about reconnecting with those we haven’t been in touch with for a long time. Forgetting about an argument or a fight and moving on comes so naturally to children, there’s probably something we can all learn from,” comments Vidya Manmohan, Founder and CCO, V4 Good, the creative agency behind the concept.

Urszula Bieganska, Head of Marketing, LEGO MEA, says, “Seeing Ramadan through children’s eyes, offers us a heartwarming glimpse of just how precious our bonds are and to cherish our relationships. Encouraging us in this month of forgiveness to put our differences aside and build bridges with those we cherish. It is a playful nudge for all us adults to reach out and renew precious connections with family and friends.”

Hiba Momani, General Manager, Hills Advertising told Campaign, “We are proud of this amazing execution which showcases the potential of successful advertising and the hype it has produced. We have always encouraged creative solutions on our assets and strive to pitch for creative and unique ideas whenever there is potential. Hills is always up to the challenge and is ready to support with technical input on great ideas.”