AGENCY
Fabio Silveira, General Manager
João Medeiros, Executive Creative Director
Basim Asaad, Account Director
Anshuman Bhattacharya, Associate Creative Director
Rodrigo Nakaza, Associate Creative Director
Omar Merza, Senior Account Manager
Adel Rmaity, Production Manager
Arej Mansour, PR Account Executive
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
Havas Middle East
Rami Husseini, General Manager Havas KSA
SUMMARY
This is a story of how LEGO, a relatively unknown brand in Saudi Arabia, won its place in the hearts of Saudi families. With limited budgets, leveraging an iconic medium that is known for its National Day editions – newspaper, LEGO rebuilt its own National Day newspaper edition as an ode to the kingdom through creativity and imagination of children, using 2000 LEGO bricks. As a result, LEGO was a part of the conversations on the most important national occasion with increase in sales and in-store footfall.
