Project - LEGO Start Wars launch 
world record / content creation / integrated campaign / experiential / live stunt / budget $7M+

On Star Wars Day, LEGO and Cartoon Network reached massive global attention. Thousands gathered in Times Square to use The Force to pull an life-sized X-wing out of a giant box to announce the new LSW sets and the premiere of the show The Yoda Chronicles. Fans waited in line to sit in the ship, which was made of over 5.3 million bricks–setting a new world record. 

Applied imagination at scale.