Lego proves – once again – that they know the value of a good story and a good tagline. Their advertising is typically great, but the “Build Your Future” series was especially brilliant.
“The work, which won three silver Lions (in Print & Publishing and Outdoor) and a bronze (in Design) at the Cannes festival last month, shows kids literally envisioning their future careers by building them from the inside with Legos,” explains Tim Nudd in AdWeek.
Ogilvy Bangkok is behind the whimsical ads that walked away from this year’s Cannes festival with three silver Lions and a bronze.
“Lego’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future,” Ogilvy Thailand vice chairman Nopadol Srikieatikajohn said in an interview with AdFreak. “The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life.”
The imagery for the campaign was created by Illusion in Bangkok, using 3D programming (yeah, we were kind of disappointed to learn that), but the company plans to build the actual characters out of Legos for public display.
The idea of showing kids building their own dream careers (quite literally from the inside out) resonates beautifully with the brand’s message and is a great example of visual storytelling that needs no words.
Keep it coming, Lego.