We always knew that Lego was not entirely for kids, adults, too, get attracted to it. However, what the leading international advertising agency, Ogilvy & Mather’s Bangkok branch did was to take it to an entirely different level!
It’s thanks to the agency’s senior art director, AsawinTejasakulsin, that the potential of Lego bricks was unleashed. What Lego bricks are really capable of achieving was shown in the form of a series of advertising campaigns in which only the Lego bricks were used. How Tejasakulsin achieved this simply blows the mind!
The Ogilvy & Mather advertising campaigns showcase two distinct series – ‘Imagine’ and ‘Build the Future’. Of course, both are directed towards kids. These two campaigns not only motivate and encourage children to use the Lego brand but also give them some creative ideas of what Lego bricks are capable of.
The campaigns devise and present playful scenes. Even though the arrangement of Lego bricks is complex, yet the final product is realistic that every kid can identify with and interact. While ‘Imagine’ focuses on children’s favourite storybook animals that look so real, ‘Build the Future’ urges kids to put together the uniforms of what they want to be when they grow up.
The latter campaign won three silver Lions in print and publishing and outdoor, and a bronze in design at the Cannes festival. The Lego campaigns certainly seem to be doing what they were intended to do, that is, boost Lego sales.
More Info: Behance