Brick by brick, oh baby, going to get to your love … of Lego [VIDEO]

August 17, 2012
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If Channel Nine had any clue it would have take a direct feed from The Guardian newspaper, and broadcast its entire Olympics coverage in a stop-motion Lego format.

It’s not a big stretch. Karl Stefanovic actually has Lego minifig hair without even trying. Plus, anything that gives him less screen time is alright by me.

Stop-motion Lego coverage would probably have outraged fewer viewers than, say, the coverage of the men’s 470 sailing gold medal win. Perhaps I would have even watched some of it.

To its credit, The Guardian built a replica of the Olympic Stadium and staged the highlight events for the entertainment of its readers. For this, it should receive a gold medal for media coverage.

Called Brick by Brick, this highly memorable campaign became a social media success for the traditional media company. The newspaper should get an extra medal for having a campaign name that lends itself to New Kids On The Block references.

In hindsight, perhaps they already did award The Guardian these medals. It would explain how the UK medal tally got to be so high.

Based on this footage, I’m starting to wish I watched much more of the fencing. May the Force be with you, Anthillians.

Brick by brick – The best of the Olympics

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  1. [...] and The Observer are taking marketing to new levels. During the 2012 Olympics, the newspaper used stop motion Lego videos to re-live the biggest events. What’s not to love about [...]