Lego’s forest pops up in the outback

Lego has uprooted its pop-up forest and transplanted it in the outback.

The experiential campaign, part of a wider effort to mark the brand’s 50th year in Australia, first materialised in Sydney’s Martin Place in April.

The Lego forest, made from 15 four-metre high trees, will appear on the red dust plains of Broken Hill in New South Wales from 2 to 12 July.

The agencies behind the campaign were One Green Bean and Host.