Grey Dubai & Grey Singapore ‘Brick the Rules’ in Campaign for LEGO

For years, the LEGO brand has been famous for its vast range of car builds. Every year the brand launches new sets that cater to the passion of various car lovers. From trucks to sports and classic cars, they all offer a fun building experience for both children and adults.

So, when the brand launched a new set of vehicles the creative team at Grey “could feel their brains working at the same speed as the cars themselves.”

The concept they created, “Brick the Rules”, offers kids the freedom to build and play with a great deal of imagination.  The creative consists of an online film that shows ‘how 5 minutes and being told not to do something’ is all the invitation a kid needs to Brick the Rules.


The campaign showcases how LEGO cars can offer a unique form of play that enables kids to imagine, build, unbuild and rebuild once more, in fun, new, exciting ways that are only limited by your imagination.


Agency: Grey Group Dubai & Grey Group Singapore
Executive Creative Director, Dubai: Pablo Maldonado
Executive Creative Director, Singapore: Aaron Phua
Creative Director, Singapore: Rubin Fernando
Creative Director, Dubai: Odile Riachi
ACD/Art Director: Khaled Ibrahim
Group Account Director: Zeina Korek
Senior Account Executive: Aahant Singh
Freelance Producer: Christiane Khoury
Managing Director: Philippe Berthelot
Regional Head of Strategy: Shagorika Heryani
Strategic Planner: Nadim Basna

Film Company: Asteroide
Director: Caja Guedes and Jonas Sanson
Executive Producers: Guilherme Biglia and Giuliano Biondi
Account Manager: Samuel Gunn
DoP: Leo Silva
Production Manager: Ciça Braga
Post-Production Company: Bogotá
Color Grading: Lucas Kosinski


Audio Company: Vox Haus
Head Of Projects: Matheus de Moraes Gugelmim
Head Producer: Daniel Dalla Corte
Music Producer: Cassio Machado
SFX and Mix Producer: Ícaro Machado


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