Winner Status: Bronze

Client/Brand: The LEGO Group

Agency: TracyLocke

Headline:
The launch of the LEGO store in Barcelona was a smashing success, winning over the hearts & imaginations of Catalan LEGO brand lovers.

Campaign Summary:
To launch LEGO’s Flagship store in Barcelona, the team created a breathtaking, cultural stunt inspired by mosaic artist and architect Antoni Gaudi. A 265lb mosaic plate made from a quarter million Lego bricks was dropped from the sky and rebuilt in true Trencadís fashion.

Team Credits:
Stéphane Knapp, Senior Director, Regional Retail Marketing, The LEGO Group

Amy Pearson, Marketing Director, Retail Western Europe, The LEGO Group

Hannah Austin, Campaign Manager, Retail Western Europe, The LEGO Group

Fernando Natsuti-Wood, Marketing Director, France & Iberia, The LEGO Group

Hélène Giroux, Head of Marketing, Iberia, The LEGO Group

Guillermo Garcia Polo, Associate Brand Manager, Iberia, The LEGO Group

Isabel Perez, PR & Events Manager, Iberia, The LEGO Group

Sandra Aline Saillen, Digital Marketing Manager, Iberia, The LEGO Group

Christine Di Benigno, Associate Social Media Manager, Iberia, The LEGO Group

Sandra Sirjacq, Senior Marketing Digital Manager, The LEGO Group

Ashley Garofalo, Group Account Director, TracyLocke

Anthony Welchel, Account Supervisor, TracyLocke

Kyle Grummun, Group Creative Director, TracyLocke

Erin Mattingly, Creative Director, TracyLocke

Josh Dumond, Associate Creative Director, TracyLocke

Joel Morales, Senior Art Director, TracyLocke

Susi Cadena, Senior Director, TracyLocke

Chris Barish, Associate Creative Director, TracyLocke

Eric Blum, Studio Supervisor, TracyLocke

Gia Valentina, Experiential Director, TracyLocke

Additional Contributors:
Appletree
Giant Cookie
Initiative Junior
Brick Vision