Builders of tomorrow

Agency Network: 
November 2006

Based on the original photograph titled 'Lunch Atop a Skyscraper' by Charles Ebbets, 1932

Print advertisment created by Jung von Matt, Germany for Lego, within the category: Gaming.

Advertising Agency: Jung von Matt, Hamburg, Germany
Creative Director: Arno Lindemann, Bernhard Lukas
Copywriter: Daniel Schaefer
Art Director: Szymon Rose
Photographer: Achim Lippoth
Account Supervisor: Katharina Schablitzki
Advertiser's Supervisor: Katharina Sutch
Art Buyer: Martina Traut

Comments (25)

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mezog's picture
Activity Score 48

I like it, nice twist.

Mo's picture
Activity Score 648

I like it..funny. thing..Expected a better execution ( looked a little bit photoshpd ......:-| ) from JVM.
Idea is nice....can travel in diif medias easily. :-).

popdistortion's picture
Activity Score 1592

Great stuff. Bet we'll see this in the awards because somehow it has this typical award feel to it.

ChuckNorris's picture
Activity Score 834


But I think they should have made it look more like the original. A little more "old" looking if you know what I mean.

Rusio's picture
Activity Score 326

Nice photo. Agree, something`s missing in the photo. I think it needs some more contraste. Ita way to plain the picture.

more onion's picture
more onion
Activity Score 22

I'd say that what's missing are girls...
what kind of people would nowadays still say that lego is for boys?

don't like the stereotype - and by the way - my sister is a mechanic ;-)

anyway, great idea!

the.adnerd's picture
Activity Score 160

we should expect to see this in cannes. maybe gold?

FAHAD's picture
Activity Score 85

Great piece of work.

drunk dave's picture
drunk dave
Activity Score 1066

Have to disagree, I hate it. Sorry. Bugsy Malone all over again. And it really doesn't sell the product or its potential to entertain. Kids can be construction workers? Yes, so what?

Capitalist's picture
Activity Score 132

I must kind'a feels odd, i'm probably missing the big idea...
somebody help...please.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

I either totally do not get it or got it but it didn't convince me enough.
I'm spending too much time on it trying to like it, which means it's just not doing it for me.
Feels a bit disjointed.
Strongly disagree it'll make it in the awards books.

Darrin Stephens's picture
Darrin Stephens
Activity Score 242

I kinda feel sorry for those of you who don't get this ad. (a first for me). If you don't like it that's one thing, but if you don't get the relevance to the product which is hitting you over the head like a jackhammer (pun intended), then I'm at a loss for words. Oh each his own.

thecopyshop's picture
Activity Score 26

Does this go along with the Ad

Based on the original photograph titled 'Lunch Atop a Skyscraper' by Charles Ebbets, 1932

Otherwise ???

ChuckNorris's picture
Activity Score 834

The original photo is quite popular if you ask me.

PeteHH's picture
Activity Score 202

Lewis and quite a few other used this image for their ads. Can't see it anymore. A nice thought anyway, but definitely not a Cannes-winner.

salamandos's picture
Activity Score 1947

tries to compete with the known great lego ads and - fails.

writergeekdez's picture
Activity Score 255

what the hell does this photo have to do with the product? thumbs down.

Skor's picture
Activity Score 208

I dunno about this one..

I feel like this is a going back in time for Lego..

People all around the world know lego and know what lego can do..

So saying that with lego, kids become constructors is very basic...

Desi's picture
Activity Score 1042

It is funny,lego wins a grand prix in cannes and suddenly the agencies who are not even lego agencies come up with jury driven advertising.

The official agency of lego/ mattel is Ogilvy. Why si Jung working on it?

This has got no product benefit, will not interest moms and kids. You can't run this in Asia as this tells me child labour :)

afakelove's picture
Activity Score 12

Simple, neat, funny. Here's there's poetry. Love it.

rajeev.lalith's picture
Activity Score 6

ohooo fantastic........................................


niranjanhg's picture
Activity Score 211
witness505's picture
Activity Score 137

Love it. It don't get much better than this.
Much to my surprise also to see people who doesn't like it. Feels like People saying LBJ can't ball.

sinusmil's picture
Activity Score 6