Trending PR Campaigns
Lego’s Sagrada Família Set
Lego unveiled its largest set yet: a 12,000-piece model of Barcelona’s Sagrada Família, priced at €750 and expected to take around 30 hours to build. The hook is a home-sized version of one of the world’s most ambitious, famously long-running building projects, with the set’s construction following the cathedral’s real design and history.
Why it worked: It hijacked a live cultural milestone—the cathedral’s long-awaited completion—then added hard numbers (12,000 pieces, €750, 30 hours) and a cheeky Stuttgart 21 contrast.
The lesson: Consider piggybacking on a nearing-finish mega-project: release a participatory, time-bound replica with clear stats and a playful local jab.
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