Here in the Middle East, directions are always given using famous stores or popular landmarks instead of turns or distances.

So at the beginning of 2021, when LEGO planned to open their flagship store in Riyadh, we created a campaign that reimagined mall directions using several iconic brands that have a presence in the mall as navigation points, without ever mentioning them.

Everybody knows how to get to the Cinema; once you’re there, just go straight and left and you’ll find us.

You’re enjoying lunch at Burger King? well, the new LEGO store is just around the corner.

Although the campaign has been developed with mall audience in mind, online, Instagram stories allowed to reach people outside the mall, and ensured a very big turnaround for the opening.

Agency: Havas Middle East
Client: LEGO Saudi Stores
Executive Creative Director: Joao Medeiros
General Manager: Fabio Silveira
Associate Creative Director: Anshuman Bhattacharya
Art Director: Michele De Iuliis
Designers: Rodrigo Nakasa, Fernando Zornoff, Yasmine Elashry
Copywriters: Anshuman Bhattacharya, Rita Boustany