In collaboration with the build-a-block toy brand, the Internet browser has been used to formulate the planet’s largest LEGO set
The world’s biggest LEGO set has been created to demonstrate what is possible in the Google Chrome browser, in a new campaign by Mark, M&C Saatchi’s direct and digital agency.
The Build project reimagines Google Maps as a giant LEGO baseplate, letting people choose a site to build on anywhere in Australia or New Zealand.
The project is designed to demonstrate the 3D capabilities of Google Chrome, thanks to the latest WebGL technology.
Mark commissioned top Swedish digital agency North Kingdom as production partner, bringing the concept to life at buildwithchrome.com
Once their build is complete, people can publish it to the map and share with friends via social networks and email.
They can also explore the landscape from multiple vantage points using WebGL, Chrome’s 3D rendering technology.
‘Build’ has launches with paid media across print, digital display (rich and standard) and Youtube pre-rolls.
Mark Creative Director, Hamish Stewart, said: “Build has been a unique collaboration between the agency and Google. Our ambition was to develop an idea that lives online and demonstrates the creative possibilities of the Chrome browser."
"Working with LEGO and North Kingdom has been a real privilege. We're expecting this project will appeal to people of all ages."
The Build project coincides with LEGO’s Festival of Play, celebrating 50 years in Australia this year.
Client: Google Australia
Agency: M&C Saatchi/Mark
Production: North Kingdom
Production Digital Advertising Assets: MAKE