Grey Dubai & Grey Singapore ‘Brick the Rules’ in new campaign for LEGO Middle East & Africa
Posted on 2022 May,23  | By ArabAd's staff

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Here is a great example of Grey’s borderless work. This campaign was created for Grey Group’s client, LEGO, led by the Grey Dubai & Grey Singapore studios. The film was shot by Asteroide, a production house in Brazil, and the client was based in South Africa. The result is a fun, eye-catching film that is sure to appeal to kids and young at heart adults who are fan of the iconic colored bricks brand.

Throughout time, the LEGO brand has been famous for its vast range of car builds. Every year the brand launches very cool 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 to children and adults.

So, when the brand launched the new vehicles from LEGO City, LEGO Speed Champions, LEGO TECHNIC, LEGO Creator, LEGO Friends and LEGO DUPLO, the creative team behind this campaign could feel their brains working at the same speed as the cars themselves.

The tagline created “Brick the Rules” gives kids the freedom to build and play with a great deal of imagination.

The campaign perfectly captures the truth that playing with LEGO bricks allows kids not only to enjoy the cars they have a passion for but also helps them express themselves freely and gives them the space to develop their creativity.

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 very 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.

The Grey creative team added: “It was a project where in the process we also had to break/brick some rules. A borderless effort between the Dubai and Singapore studios, we shot with a production house in Brazil, and the client was in South Africa. The result, as you can see, is super fun, eye-catching, and with several hours invested behind the craft and editing”.

The campaign included OLV, social content, e-commerce, posters and in-store materials, and will run in the UAE, KSA and South Africa.






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