Lego’s ‘Fifty Shades of Bricks’

Lego’s ‘Fifty Shades of Bricks’
Emma Mackenzie
By Emma Mackenzie
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Only a few days left until the illustrious movie adaption of erotic romance novel Fifty Shades of Grey hits Aussie screens on February 12.

It’s no surprise that a number of sex toy brands are getting in on the action and hype around the movie, however colourful toy brick brand Lego has also jumped at the chance to make a splash around the internet.

The Fifty Shades of Grey trailer has been recreated completely out of Lego. With drawn on cheekbones and abs, this is well worth the two minutes and 14 seconds.

Lego is no stranger having its bricks used to recreate popular or trending issues.

British animation studio A+C Studios was behind the recent Brick Bowl, a Lego-filled clip of some of the popular halftime ads of the Super Bowl.

And when Breaking Bad was all anyone could talk about, a designer took it to the next level and created a Lego parody of a Breaking Bad video game.

It’s not always positive and lighthearted though. Greenpeace took aim at Lego in 2014 to pressure the brand to end its partnership with oil company Shell.

Releasing a number of videos and activations such as the ones below, the environmental organization eventually reached its goal with Lego announcing it would not continue to partner with Shell in October last year.

“We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends,” Lego’s CEO Jørgen Vig Knudstorp, said at the time.

The long-term co-promotion contract we entered with Shell in 2011 delivers on the objective of bringing Lego bricks into the hands of many children, and we will honour it – as we would with any contract we enter.”

 

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