Five months and 5,805,846 individual bricks. That's what was required for Land Rover's 13m-high replica of Tower Bridge to break the Guinness World Record for the largest Lego structure ever built.
Five campaigns we liked: ActionAid, Islamic Relief and the IRC lay out refugee life jackets
It also formed the setting last week (September 28) for the live launch of the brand's new Discovery model in Solihull. Land Rover spared no expense, with the event featuring ambassadors Bear Grylls, Sir Ben Ainslie and Zara Phillips abseiling, sailing and show-jumping onto, under and in front of the structure.
Broadcast live on YouTube and generating widespread column inches, the campaign also tapped into the millions of followers that the influential trio have on social media.
Watch Bear Grylls jump out of a helicopter onto replica Tower Bridge made from LEGO https://t.co/fRDbwC8LZB— Bear Grylls (@BearGrylls) 30 September 2016
The structure broke the previous Guinness World Record by 470,646 bricks, which, laid end to end, would stretch from Tower Bridge in London to Paris (almost 200 miles).
The UK’s only Lego certified professional, Duncan Titmarsh, led the build.