Mark and M&C for Google LEGO challenge

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 re-imagines Google Maps as a giant LEGO base plate, 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 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 it had 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,” he said. "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. 

http://www.youtube.com/user/googlechromeaunz