Client: LEGO Systems
Project: LEGO Minecraft Build Back

We discovered “griefing", an online bullying behavior where Minecraft players destroy other players’ creations forever. As the original champions of creative free-building, we knew only LEGO could help them build back. We found popular gamers that experienced this, and analyzed their online photos and videos to recreate their lost builds with LEGO, brick for brick. We surprised them, and they shared their LEGO models with the world, with over 600,000 views and shares. With some social listening, LEGO also surprised devastated Minecraft players on Twitter and sent them the latest LEGO Minecraft sets so they could get building again.