"Builders of Sound": As part of the promotion of the sets of Star Wars toys, Serviceplan Campaign has built a huge barrel organ for LEGO GmbH. The construction took 20,000 LEGO bricks to make, and when the barrel of the organ is turned it plays the Star Wars theme tune. The large musical instrument toured the whole of Germany in January and besides stopping off at other locations, it appeared at the weekend at the film premiere of the 3D version of "Star Wars – Episode I" in Munich.

Munich, 14 February 2012 — To promote LEGO Star Wars sets, Serviceplan Campaign has launched an attention-grabbing campaign for the toy manufacturer in advance of the cinema release of "Star Wars – Episode I: The Phantom Menace" in 3D. The creative minds have developed an oversized barrel organ, made using over 20,000 LEGO bricks. The LEGO bricks and pieces have been carefully arranged so that the keys on a keyboard are struck when the barrel is turned, playing the Star Wars theme tune composed by John Williams.
The gigantic musical instrument was conceived by a team around Serviceplan Campaign Managing Directors Matthias Harbeck and Stefan Schütte, with Andreas Balog (AD), Oliver Palmer (CD), Alexander Rehm (CD) and Nicolas Becker (text). The barrel organ was made by two professional LEGO builders, Rene Hoffmeister and Axel Al-Rubaie, who incorporated the various settings of the Star Wars saga into their design, so that in addition to the "Death Star", the desert landscapes of the planet "Tatooine", the icy landscape of "Hoth" and the jungle of "Endor" can be seen.
The barrel organ has already been on tour in Germany since January. Star Wars fans young and old were able to turn the barrel for themselves and order the sets of toys used in its construction online at www.starwars.lego.com using a QR code. They were also able to explore the Star Wars galaxy and its many characters, so that the instrument could become even more closely linked to the LEGO product range. The interactive multimedia installation activates the playful creativity and the imagination of fans – and thanks to the way it was made, the barrel organ also demonstrated the huge range of creative options that LEGO offers.
Following the two successful and multi-award-winning LEGO campaigns "Builders of Tomorrow" and "Builders of Infinity", we now have the LEGO organ and the continuation of this campaign theme with "Builders of Sound".

Watch the documentary here on YouTube.