When things get destroyed in Minecraft, there are no instructions or set of bricks to rebuild from. Online bullies take advantage of this and completely destroy other players’ creations.

So, we helped them build back—only this time with LEGO. We found Minecraft players online who were “griefed” by bullies, and used their old photos and videos to rebuild lost creations with LEGO bricks.

With over 600,000 views and 12,000 positive comments, LEGO sparked a huge conversation with no paid media and inspired both Minecraft and LEGO fans to build against bullying.