Build With Chrome

A web app for building everything from dinosaurs to skyscrapers

See the full experience

By: North Kingdom

Brand: Google Chrome & LEGO

The Story

To mark the 50th anniversary of LEGO in Australia, the company partnered with Google to create Build, the world's largest LEGO set. Leveraging the 3D capabilities of Chrome, creators can build pretty much anything. They use nearly 1,000 bricks, with Google Maps of Australia or New Zealand as the baseplate. They can then publish their designs and share them with friends using a unique URL.

  • Image of campaign

Developing an interactive web tool meant that we needed to be able to manage public expectations, handle security, respond to misuse and protect the brand's values. The launch of Chrome for Android on the new Nexus devices enabled us to access WebGL and Web Audio beyond desktops. This created a way to push the overall experience and develop a dedicated interactive builder for touchscreen devices.

The Results

This campaign reminded people of their childhood love of LEGO, encouraging them to dive back in and build creations never before possible.

  • 527K

    Published builds

  • 23

    Million pageviews

  • 7.3

    Million visitors

Launch Date Jan. 28, 2014

The Team

  • North Kingdom
    • David Eriksson
      Creative Director
    • Hans Eklund
      Technical Director & Developer
    • Lars Ahlin
    • Jonas Eriksson
      Art Director
    • Mikael Forsgren
    • Alfredo Aponte
      UX Director
    • Mathias Lindgren
      3D Artist
    • Kaya Hatcher
    • Annelie Nilsson
      Production Manager
    • Ulrika Höjgård
      Head of Production
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