Context:
Saudi Arabia is undergoing huge developments and progressive reforms and with that comes a sense of pride, belief and excitement for the future. 23rd of September, Saudi National Day, is treated as an annual celebration of all that the Kingdom has achieved, and the potential of its promising future. LEGO has always celebrated and encouraged creativity in every child whose young minds hold the potential to build the future.
Idea:
Every year, newspapers in Saudi Arabia celebrate National Day by releasing a special edition that celebrates all the kingdom’s key achievements and visions of the future.
So, on Saudi National Day 2020, LEGO rebuilt every article of the National Day edition of one of Saudi Arabia’s leading news publications using hundreds of LEGO pieces.
Each rebuilt article and photograph was edited printed and published within hours of the original hitting the newsstands. Celebrating the heritage and future of the kingdom through the imagination of the kingdom’s children.
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