Flipkart Big Billion Days.
A giant LEGO installation outside the Asiatic Library in Mumbai had people stopping to take a closer look. What they found was a Big Billion Days advertisement hidden behind 85,000 LEGO bricks.
The installation was designed to be taken apart. Visitors could pick up and take the LEGO bricks, gradually stripping away the wall and revealing the Flipkart Big Billion Days message underneath - including the reveal that there were great deals on LEGO during Big Billion Days.
Within two days, all 85,000 bricks had been taken away, turning what initially looked like a colourful LEGO billboard into a slowly unfolding advertisement.
The location itself made the installation hard to miss. Set up outside the iconic Asiatic Library, the LEGO wall became part of the everyday surroundings, with passersby getting the chance to physically interact with the advertisement rather than simply seeing it from a distance.
Every brick removed revealed a little more of what was underneath. Instead of one fixed reveal, the billboard changed throughout the day as more people took pieces away, eventually exposing the Big Billion Days message and its promise of great deals on LEGO.
The idea also gave the installation a life beyond the billboard itself. People did not just walk past an advertisement; they could take a physical piece of it with them.
And the speed at which the wall disappeared became part of the spectacle. In just two days, 85,000 LEGO bricks had been taken from the installation, leaving the Big Billion Days message fully visible.
What began outside the Asiatic Library as a wall made of LEGO eventually became a rather literal reveal: take away the bricks, and you get to the Big Billion Days ad - with great deals on LEGO waiting underneath.
