This Father’s Day, celebrated on June 21st in the UAE, LEGO launched a creative campaign called “Build It With Him.” The campaign encourages families to bond over the shared joy of LEGO play, offering a refreshing twist on traditional Father’s Day gifts.
The goal of the campaign is to redefine Father’s Day. Rather than focusing on grand gestures, LEGO wants to highlight the importance of shared moments. The campaign’s message is clear: for many dads in the UAE, the best gifts aren’t bought—they’re built together.
A commissioned YouGov survey shared by LEGO revealed that 75% of dads in the UAE have received the same gift multiple times, with items like shirts, wallets, and mugs topping the list. Many fathers, however, value simple, meaningful experiences such as crafting with their children or spending uninterrupted time together.
“While Father’s Day is recognized in the UAE, it’s not as widely celebrated as Mother’s Day,” said a campaign release. “Conversations with expat fathers across the country revealed a desire for a more personal and engaged celebration—one where they can unplug and connect with their children.”
Based on these insights, the campaign shifted the focus to LEGO bricks as a tool for building bonds across generations. Targeting both expat mothers—often the primary gift buyers—and older children looking for more unique, social-media-worthy gifts, LEGO encouraged families to create lasting memories through play.
The campaign, which launched just ahead of Father’s Day on June 21st, also aligned with World Play Day on June 11th. It featured visual reimaginings of common Father’s Day gifts made entirely from LEGO bricks, blending humor with a heartfelt message.
This initiative was a collaboration between Publicis Middle East and MSL Middle East. MSL handled strategy, insights, and earned media amplification, while Publicis Middle East led the creative direction.
