LEGO: Let's Build

Amsterdam agency WE ARE Pi builds up to Christmas with this new campaign for LEGO. The new commercial, which aired at the weekend during the X Factor and was shot by Joanna Bailey, comes from the point of view of a child and offers a poetic narration to support the visual sentiments.

A list of 24 interesting facts on the world's most popular toy was also released with the work, supporting the big kid mentality and the idea that you're never too old to build...

1. The company name, LEGO, was conjured up by its founder Ole Kirk Kristiansen from the Danish phrase "leg godt", which means to play well
2. The first minifigure appeared on the market more than 30 years ago and since then 4 billion minifigures have been produced making it the world’s biggest population group
3. Only 18 bricks out of every million manufactured fail to meet production standards
4. Every second, ten new boxes of LEGO bricks are sold
5. For every person in the world, there are 80 LEGO bricks
6. Since its first interlocking brick was launched in 1949 LEGO has become more popular than any toy in history
7. Adult fans of LEGO are known as AFOL
8. If you laid all the LEGO bricks sold in 2012 end to end, they would reach more than 18 times round the world
9. If you built a column of about 40,000,000,000 LEGO bricks, it would reach the moon
10. If all the LEGO sets sold in 2012 were stacked on top of each other, they would fit a football field to the height of 206 metres
11. Six eight-studded LEGO bricks of the same colour can be combined in 915 million different ways
12. In 2012 the LEGO Group produced over 500 million tyres, making it the world’s largest tyre manufacturer
13. Over the years, approx. 650 billion LEGO elements have been manufactured
14. Number one Star Wars manufacturer
15. The creative core of the LEGO Group is made up of about 164 designers representing 22 countries
16. In 2012 approx. 22 billion LEGO elements were made in Billund – equivalent to 2.5 million every hour or 42,000 per minute
17. There are about 3,200 different elements in the LEGO range, plus 58 different LEGO colours
18. Total number of active combinations of LEGO elements is approx. 9,000
19. During the moulding process the plastic is heated to 230-310° C
20. All LEGO elements are fully compatible
21. LEGO products are sold in more than 130 countries
22. There are more than 150,000 registered AFOLs worldwide (Adult Fans of LEGO)
23. There are more than one million LEGO tagged videos on YouTube. And more than 5 million LEGO tagged images on Flickr, Brickshelf and MOCpages in total.
24. There are 13 Certified LEGO Professionals (builders) worldwide (Duncan Titmarsh is the UK's only Certified LEGO Professional)