LEGO Star Wars Uses the Force in Hi-Tech Gesture Based DOOH Mall Campaign


London, UK (28 May 2018) Today, LEGO launches a digital OOH campaign which invites shoppers to “Master the Force” to build the galaxy using on-screen LEGO bricks. The experiential campaign follows on from the debut of Solo: A Star Wars Story on the 25th May and promotes the latest characters and brick sets tied to the Star Wars anthology.

The interactive campaign is powered by gesture sensor technology enabling passers-by to simply and quickly engage with the LEGO sets on-screen. The user is prompted to choose a side and start building the spaceships of the new galaxy. The faster they build, the higher the score on the force meter as they strive to win the ultimate accolade of becoming a true Jedi Master. Participants are rewarded with the opportunity to ‘take a photo with the crew’, further amplifying the activity online through social sharing.

The campaign was collaborative effort, conceived by Initiative, with production, animation and interactive build by Grand Visual. Media planning and buying was by Initiative and Rapport. The week-long Application runs at busy UK shopping centres Bluewater and Newcastle Metro Centre, on large-format digital screens supplied by shopping centre media specialists, Limited Space.

Al Galletly, Brand Manager, LEGO, “We want to inspire kids to play with LEGO Star Wars through amazing experiences and creative play, and this awesome attraction allows kids to interact with LEGO Sar Wars in a unique way.”

Ric Albert, Creative Director, Grand Visual, said: “This immersive experience brings LEGO sets to life through strategic use of creative technology, allowing customers to get hands on and explore the latest products in a fun and memorable way. At the end of gameplay, the photo opportunity extends the life of the campaign to digital audiences by encouraging participants to share their picture with family and friends online.”

About the LEGO Group

The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK, Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world’s leading manufacturers of play materials.

Guided by the company spirit: “Only the best is good enough”, the company is committed to the development of children and aims to inspire and develop the builders of tomorrow through creative play and learning. LEGO products are sold worldwide and can be virtually explored at

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit

LEGO, the LEGO logo, the Minifigure, DUPLO, BIONICLE, LEGENDS OF CHIMA, DIMENSIONS, the FRIENDS logo, the MINIFIGURES logo, MINDSTORMS, MIXELS, NINJAGO and NEXO KNIGHTS are trademarks of the LEGO Group. ©2017 The LEGO Group.

About Grand Visual

Grand Visual is an award-winning production company providing creative services for digital OOH. Made up of experts in creative, technology, production, storytelling, and digital marketing, Grand Visual craft compelling stories which maximise the effective use of digital OOH for advertisers and agencies around the globe. For more information visit 

About QDOT

QDOT is an independent ad tech business delivering smarter campaign management for digital OOH at scale. The suite of platforms allows advertisers and agencies to efficiently deliver, track and optimise campaigns with real-time, reactive messaging and scheduling capabilities.

QDOT offers some already well-established platforms including OpenLoop and FileDrive, which to date, have delivered over 1,600 campaigns across Europe, Asia, Australia and the Americas. With offices in London and New York, QDOT is trusted by some of the world’s largest OOH media buyers including Talon, Kinetic, Omnicom Media Group, MediaCom and Rapport. For more information visit

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