Lego Marks Singapore's 50th Anniversary by Asking Kids to Redesign the City

Leave it to a bunch of six-year-olds to put urban planning into perspective.

In honor of Singapore’s 50 years of independence from U.K. rule, Lego and creative shop Iris created an impressive model of the city, made of the toy brand’s tiles, representing what the metropolis might look like 50 years hence — then invited some kids to improve on it.

Today, Singapore is already an impressive, modernistic marvel. Shimmering skyscrapers thrust into space, and dense, complex grids snake through the concrete canyons below.

But the adults’ Lego vision of the city in 2065 takes things to an extreme you might see on the cover of a science fiction magazine. Many of the office towers resemble fearsome Transformer robots, as if poised to break loose from their foundations and set out on fantastical adventures. There’s an especially striking modular building with a black-and-white “dice” motif (ready, no doubt, to roll big in high-stakes games of future-commerce). Taken as a whole, the model looks a bit like a combustion engine, or circuit board — perhaps an energy grid — primed to power Singapore through 2065 and beyond.

The kids have other ideas.

These “future builders,” as the project’s three-minute “Lego SG100: Rebuild” video calls them, focus on what’s taking place closer to the ground. They create intimate, comforting spaces, like parks and playgrounds, that people of all ages can enjoy. Predictably, they tug at your heartstrings. A small girl builds a house next to an office so her dad can get home faster to play with her. Meanwhile one little boy notes that he “put them together with animals, so they can make friends,” says one little boy. “Dogs without friends are very poor things.” True enough. (And hopefully, Future Singapore will have strong leash laws.)

“It was fascinating to see what their priorities were for Singapore,” says Dan Luo, country manger for Lego. “Sometimes we might lose what is most important in the pursuit of development: spending time with loved ones, and taking care of our communities.”

Sure, it’s all a bit too precious, and, of course, and shameleslly manipulating our emotions. What did we expect the kids to build, a hoverport holo-tainment shopping-mall complex? (Frankly, I hoped that one of them would.)

Regardless, the film does an admirable job of illustrating that “home,” for kids of all ages, consists largely of the small pleasures that make each day a gift. While it is necessary for a city to build up and out — building inward is equally essential for nurturing progress.

Ultimately, cities failing to nourish the human spirit are poorly constructed — because their true building blocks are the joys and aspirations of the people who live there. And the dogs, too.

Take a Tour of Lego's Simpsons Kwik-E-Mart Set Before It's Unveiled at SXSW

One of the coolest branded buildings at SXSW this year will be particularly difficult to get into. That’s because it’s only 5 inches high, 14 inches wide and 10 inches deep. D’oh!

Having had great success with its first Simpsons construction set and minifigures, Lego will physically unveil its new Simpsons product at SXSW on Friday—the iconic Kwik-E-Mart featured regularly in the show.

The set goes on sale May 1. For hard-core fans of the Fox cartoon, it’s a treasure trove. And it also has Easter eggs for Lego fans, including very rare dark orange bricks.

Among its more interesting features:

• Six minifigures: Homer Simpson, Bart Simpson, Marge Simpson, Apu Nahasapeemapetilon, Chief Wiggum and Snake (aka Jailbird)
• Opening rear walls, a removable roof with secret vegetable garden, Kwik-E-Mart signage, light-blue walls, dusty blue floors, turquoise welcome mat, shelves, refrigerated cases, counter, Buzz Cola soda fountain, juice dispensers, coffee machine, two arcade games, ATM, crates of Powersauce bars, surveillance cameras, rear storage closet with a rat, cheese, rat hole and an exit door
• Shelves featuring beauty products, diapers, dog food, pastries, fruits, vegetables and more—including Krusty-O’s and Chef Lonelyheart’s Soup for One
• Refrigerator cabinets with a variety of beverages including cans of Buzz Cola … and frozen Jasper
• Counter with a cash register, magazine and card display, lottery machine, hot dog oven, donut display and a Squishee dispenser with 2 Squishees
• Chief Wiggum’s police car featuring an opening trunk, removable roof and space for three minifigures

Many more pics below.

Everything Is Painfully Awesome in Fifty Shades of Grey Trailer Remade With Legos

Fifty Shades of Grey, the movie based on the controversial book about BDSM and heavy breathing, apparently, comes out on Friday. Thankfully, Lego has one-upped the trailer (not that it would have been hard) by creating it scene by scene with Legos.

The attention to detail is perfect, from Christian Grey’s brooding face to the weird Skinemax scenes at the end. And it’s the second fan-made Lego recreation video in as many weeks, following A+C Studios’ Lego versions of Super Bowl ads.

A note from the creator, Antonio Toscano: “Lego Group is not even remotely involved in this video, except for the fact that I have bought a lot of their products during my life. Universal Picture is not involved in this, this video is not at all part of a promotional campaign for the movie, I am not getting any money for it and I don’t care at all for this movie to be an audience success or not.”

So, Lego’s not officially into recreating soft-core porn, I guess.

These Super Bowl Ads Recreated in Lego Are Actually More Fun Than the Real Thing

Just when we thought we were Super Bowl’d out, we find something that makes the takes the magic of this year’s ads and reimages it—IN LEGO!

British animation house A+C Studios is behind the Brick Bowl—a three-minute journey through some of this year’s Super Bowl ads, edited together as a story. It took them 36 hours following the final whistle to deliver the video, which it calls “a new take on the world’s most expensive advertising space.”

Take a look below as some of the most memorable spots (nine to be exact), including Snickers, Toyota, T-Mobile and Bud Light, are transformed into Legos! To prove they weren’t cheating, there’s even a mini-Katy Perry halftime show.

They left out the Nationwide kid. But that’s because everything is awesome.

Director: Dan Richards
Story: Josh Hicks, Dan Richards
Producer: Liu Batchelor
Executive Producers: Robyn Viney, Julian Hirst
Animation Director: James ‘Jamesy’ Harvey
Production Manager: Sim Bhachu
Editor: Stuart Clark
Sound design: Jareth Turner, Karl Aiden Bourne
Voice: Dave Eric Smith
Additional Voices: Stuart Clark
Storyboard Artists: Dayle Sanders, Josh Hicks
Stop Motion Animators: James Harvey, Barnaby Dixon, Dave Cubitt, Roos Mattaar, Laura Tofarides, Jordan Wood
Model Makers: Jess Linares, Astrid Goldsmith, Tiffany Monk, Becky Smith, Kyle Roberts
Stage Build: Martin Richards
Production Assistants: Bobby Sparks, Chad Mihaylov, Charlie-Evaristo-Boyce
Digital Animation and VFX: Stuart Clark, Dayle Sanders, Oliver David Lister, Kim Dunne, Nat Urwin
Catering: Rory Fletcher

Even If You Hate Greenpeace and Love Lego, You Have to Admire This Gorgeous Attack Ad

Greenpeace takes a page from Chipotle’s marketing playbook—haunting animation plus a distressing cover of a well-known song—in its continuing assault on Lego for partnering with Shell on a set of Shell-branded Lego products.

Attacking a beloved brand like Lego isn’t easy. But if you’re going to do it, you need to do it right. And this spot, showing a Lego version of the Arctic drowning in a sea of oil, is incredibly well made by creative agency Don’t Panic—who, you’ll remember, also did the memorable Save the Children ad which brought the Syrian war to London.

The visuals in the Greenpeace spot are beautiful, and the ethereal cover of “Everything Is Awesome,” from The Lego Movie, is the perfectly ironic backdrop. Yes, it is angering people (check out the YouTube comments if you’re looking for a grand old time), but Greenpeace is rarely interested in making friends as it pursues its enemies.

You can debate whether Lego was right to partner with Shell—here is Greenpeace’s point of view, and here is Lego’s reply to the attack ad. But as a pure PR play, “Everything Is NOT Awesome” (which has topped 1 million views since Tuesday) is itself pretty awesome.

Lego Artisans Rebuild The Grand Budapest Hotel, Completely to Scale

To help promote the DVD and Blu-ray release of Wes Anderson’s delightful film The Grand Budapest Hotel, distributor Fox Searchlight commissioned Lego sculptors (yes, this is a thing) to build a huge replica of the title dwelling. The result is accurate down to the last detail, as befitting of Anderson’s maniacally detailed mind.

The company put out a time-lapse video of the model being built by Ryan Ziegelbauer and his team of Lego craftspeople, complete with the actor Tony Revolori (who made his debut in the film) adding the finishing touches to the massive creation in front of a painting that looks a lot like the ones used in the movie. 

The hotel will be a part of A+D Architecture and Design Museum’s size and scale exhibit called “Come In! S, M, L, XLa”, running from June 19 to August 31 in Los Angeles.

Lego Versions of Famous Artworks Are So Great, They're Now Official Ads

When most great spec projects make the rounds among the Internet’s creative community, it’s assumed the work will never see the light of day. Here’s a notable, wonderful exception.

Late last year, Italian designer Marco Sodano received global praise for his creative pixelation of famous paintings remade with Legos. At the time, he said he wanted to convey “the belief that every child with Lego can become a great artist like Da Vinci and Vermeer.”

This month, he posted a new gallery, this time empowered to call it simply a “campaign for Lego.” The official versions (largely similar but for the word “Imagine” embedded at the top left) were produced by agency Geometry Global in Hong Kong, with Sodano as art director.

Check out the four official executions below:

Via The Inspiration.

Lego Masters of Painting

Réalisée par Marco Sodano, cette campagne nous montre 6 publicités représentant le travail de grands artistes tel que Léonard de Vinci, Vincent Van Gogh, et beaucoup d’autres. Une campagne reconstruites uniquement avec des blocs Lego, si bien que toute le monde peut reconnaitre les œuvres.

Lego Masters of Painting
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O lado negro da força pode estar onde você menos espera

Para os fãs de Os Simpsons, vale lembrar que estreia hoje nos EUA o episódio especial LEGO. Já para os fãs de Star Wars, não é preciso lembrar que hoje é dia 4 de maio, o “May the 4th be with you”, e que a marca de brinquedos tem uma coleção enorme voltada à saga criada por George Lucas. Aliás, a Jung von Matt de Hamburgo criou um filme para a LEGO para nos lembrar que o lado negro da força pode estar onde menos esperamos. Mais do que isso, está também em tamanhos pequenos.

Aqui, um pai de família se esforça para não fazer barulho enquanto todos na casa dormem. O problema é que ele é surpreendido pelo Lorde Negro dos Sith… ou melhor dizendo, sua versão LEGO. Ficou fofo.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Episódio de Os Simpsons em versão LEGO estreia domingo nos EUA

O ano de 2014 pertence a LEGO, que tem mandando muito bem tanto em seus comerciais quanto no mundo do cinema, com o lançamento de LEGO – O Filme. Mas 2014 também é o ano dos Simpsons, animação que conseguiu o que muitas outras séries em live action nunca conseguiram: chegar à 25ª temporada. Então, por que não juntar estes dois ícones do entretenimento em um episódio especial?

A resposta veio em forma de Brick Like Me, que vai ao ar nos Estados Unidos neste domingo. A julgar pelo trailer, o episódio tem uma pegada Matrix, misturando realidades paralelas – aquela tradicional que já conhecemos e a feita de peças de LEGO. Parece que vem um belo episódio por aí!


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Retro Technology Lego Kits

L’artiste Chris McVeigh a eu l’excellente idée d’utiliser les différentes briques Lego afin de reconstituer de façon minimaliste des objets technologiques dépassés mais symbolisant notre époque. Des premières TV à la Nintendo Nes, vous pouvez refaire ces créations chez vous, l’artiste dévoilant sur son site les instructions à suivre.

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Lego Ad’s Little Darth Vader Is Less Charming and Cute and More Completely Evil

I never thought Lego would officially recognize how sharp its products are, but this ad for the Star Wars playset series does exactly that—with help from the dark side of the Force.

Little Vaders, of course, have a history of advertising success, though here the Sith Lord is somewhat less charming as he ruins a father's clandestine midnight snack run.

William Shatner volta ao passado para tentar matar William Shakespeare em nova animação

A AMAA Productions imaginou como seria se William Shatner resolvesse voltar ao passado para tentar matar William Shakespeare e colocou a ideia em prática na animação “Action Bill”.

Criado em 14 dias utilizando LEGO, o divertido stop-motion parte da absurda premissa que Shatner usaria um robô – o ShatnerBot – para tentar eliminar o dramaturgo, mas acaba sendo surpreendido pelas habilidades do escritor e pela inesperada ajuda de Patrick Stewart. O resultado ficou bem divertido.

Para conferir os bastidores deste projeto, basta clicar aqui.


Brainstorm9Post originalmente publicado no Brainstorm #9
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Streetwear Brands in LEGO

Après les LEGO en groupes de musiques iconiques, Adly Syairi Ramly revient avec ses figurines LEGO qu’il habille avec des marques streetwear telles que Supreme, APC, Opening Ceremony ou encore Maison Kitsuné. Mode et pop culture se confrontent, le tout à découvrir sur Fubiz dans la suite de l’article.


Most Adorable Résumé Ever? Aspiring Intern Pitches Lego Version of Herself to Agencies

Usually it's the young designers and copywriters who create awesomely creative new ways to apply for internships. This time, oddly enough, it's someone looking for a spot in account management.

A young woman named Leah created a Lego-esque model of herself and sent it out to her "dream advertising agencies" as an internship application. "Build the perfect Account Service intern," announces the headline on her packet. The introduction letter goes on to describe her skills as a good listener, people person and multitasker.

"I wanted a fun way to stand out to agencies and get my résumé out of the trash can," she notes in a photo gallery on Imgur. "I've always loved LEGO and I created this set to highlight my creativity, skills and initiative."

It may take a bit of time to hear back from employers, but she definitely seems to have fans online. Her photo of the finished product shot to the top of Reddit's front page today, sparking more than 2,000 comments. (The top-voted response was from someone who photoshopped her toy model into a real, modular office environment and noted, "You'll fit right in in the agency world."

Here are the detail shots Leah posted to her Imgur gallery:


Pley, um ‘Netflix dos Legos’, aluga pecinhas em planos mensais

Para que gastar uma pequena fortuna adquirindo Legos para você ou para os seus filhos – e depois ter que se preocupar com a limpeza das peças, ou então onde estoca-las –  se você puder simplesmente alugar o seu kit favorito, e depois até trocá-lo por um novo, com outras peças?

A empresa Pley, lançada há pouco menos de um ano, se oferece para ser exatamente essa facilitadora. Quem já entrou em lojas de brinquedos atrás de Legos sabe que eles custam uma pequena fortuna, com kits temáticos batendo a casa das centenas de reais. E não ache que é culpa do ‘custo Brasil’ – fora do país o brinquedo também não é tido como um dos mais baratos, ainda que crianças e adultos pareçam se divertir tanto quanto com as pecinhas. A Pley surge com o conceito de ‘Netflix dos Legos’ – você escolhe o kit de acordo com as suas necessidades, e a Pley te deixa com os Legos emprestados durante um mês inteiro.

A vantagem, segundo Elina Furman, co-fundadora da Pley, é que os pais (ou você, né?) podem ter acesso a uma maior variedade de kits de Lego, inclusive os temáticos, sem precisar gastar rios de dinheiro. A bagunça também é menor, já que quando enjoar das pecinhas, basta devolver o kit e trocar por outro mais bacana, sem ficar entulhando as pecinhas pela casa.


A empresa também se preocupa com a higienização das peças, que segue critérios da FDA para evitar contaminações. Como o foco são as crianças, perder pecinhas também não é um problema para a Pley – eles sabem que os pequenos se preocupam mais em brincar do que cuidar do brinquedo, e não há cobrança adicional se faltarem até 15 pecinhas no kit. As assinaturas são razoavelmente acessíveis, partindo de 15 dólares para um kit pequeno, 25 por um Lego médio e 39 pela maior assinatura da Pley, que inclui Legos temáticos ou com mais peças

A ideia deu tão certo que a Pley acaba de receber 6,75 milhões de dólares em uma rodada de investimentos. Desde a estreia da Pley, em abril do ano passado, já foram realizadas mais de 15 mil assinaturas do serviço, e mais de 75 mil kits de Lego foram entregues.

Apenas me fez pensar: será que chega no Brasil? 🙂


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Iconic Bands Recreated in LEGO

L’amateur de la marque Lego, basé en Malaisie, Adly Syairi Ramly a présenté une série de 20 miniatures Lego qui ont été refaits selon des groupes de musiques légendaires : The Beatles, Beastie Boys, Cypress Hill, Joy Division et Foo Fighters, les 20 groupes très réussis sont à découvrir dans la suite de l’article.


Celebrities And Characters in Lego

Ochre Jelly s’amuse à utiliser l’actualité, les célébrités ou des personnages cultes pour en faire des petites figurines de Lego. On y voit le selfie des Oscars, Miley Cyrus sur sa wrecking ball, les personnages de Futurama, Star Wars ou Star Trek ainsi que Jean Claude Van Damme. Un vrai travail sur la pop culture.

The Oscars Selfie.

Miley Cyrus.

Jean Claude Van Damme for Volvo.


Star Wars.

Star Wars.

Epic Meal Time.

Epic Meal Time.

Dr Sheldon Cooper in Big Bang Theory.

Chihiro and No Face.

Bilbo and Gollum.

Hayao Miyasaki.

Hit Girl.

Kick Ass.

Princess Mononoke.

Star Trek.

Wil Wheaton.

The Royal Baby.

Macaulay Culkin and Andy Warhol.

Marceline and Tree Trunks.

20 Marceline and Tree Trunks
19 Macaulay Culkin and Andy Warhol
18 The Royal Baby
17 Wil Wheaton
16 Star Trek
15 Princess Mononoke
14 Kick Ass
13 Hit Girl
12 Hayao Miyazaki
11 Bilbo and Gollum
10 Chihiro and No Face
9 Dr Sheldon Cooper Big Bang Theory
8 Epic Meal Time
7 Epic Meal Time 0
4 Futurama
6 Star Wars 1
5 Star Wars
3 Jean Claude Van Damme for Volvo
2 Miley Cyrus
1 Oscars Selfie

The Legographer

Voici ce projet de Andrew Whyte qui trouve une nouvelle façon d’intégrer LEGO dans le monde avec sa série « Legographer ». La collection comporte une figure de LEGO placé dans toutes sortes de paysages et paramètres inattendus autour de la ville. Une exploration ludique du monde du point de vue du sol.

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Girl From Famous 1981 Lego Ad Has a Few Things to Say About Today’s Gendered Toys

We often wonder: Who do the kids in our favorite ads become when they grow up? Well, Lori Day, founder of the Brave Girls Alliance, snagged an interview with the girl from the famous 1981 Lego ad (above left) that recently recaptured the zeitgeist—and your Facebook feed—as a protest against the Lego Friends line and the world of pink princesses in general.

Her name is Rachel Giordano. She's 37 now, and a doctor. In the 1981 ad, which we've written about before, she proudly shows off her own creative Lego creation next to the headline, "What it is is beautiful." The copy makes no mention of gender, and the toy is described as a "universal building set." The new Lego Friends line, on the other hand, comes with narratives intended to appeal to girls, like the Heartlake News Van you see Giordano holding in the other photo above, taken recently.

The product summary for the Heartlake News Van on the Lego site says girls can "get Emma ready at the makeup table so she looks her best for the camera." The toy comes with a news desk, but the van itself is mostly a makeup trailer with a huge vanity.

To those who wonder what the big deal is, and what's wrong with the recent developments in gendered toys, Giordano says: "I know that how I played as a girl shaped who I am today. It contributed to me becoming a physician and inspired me to want to help others achieve health and wellness. I co-own two medical centers in Seattle. Doctor kits used to be for all children, but now they are on the boys' aisle. I simply believe that they should be marketed to all children again, and the same with Legos and other toys."

I agree, but let's be frank. We still need the princess toys. My son would be heartbroken without his Tinker Bell.