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Green Brick

Published/Aired: 
January 2012
Lego Print Ad -  Green Brick

Description

The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind's eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”

Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
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jackmancer2017's picture

I absolutely love the idea but in terms of the little story, it could have been written heaps better.

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
bate_palmas's picture

Absolutely agree - and with a better tie-in to product

bate_palmas
Activity Score 1479
Nike Diesel's picture

What Jaap wrote. Nice concept and absolutely lovely art direction. Plus I really love that there's no logo.

Nike Diesel
Activity Score 13630
Art Director
danielchapman's picture

Yeah that little green dinosaur is really cute, captures your imagination, too bad he was caught in a really weird nightmare.

Excellent concept though.

danielchapman
Activity Score 292
Hadrons's picture

love the logo in the Lego cube. :-)

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

somecopywriter's picture

Even though I love the minimalist layout, I have to ask: 'Would kids really read all this?'

somecopywriter
Activity Score 1113
Copywriter at Boomtown
Hadrons's picture

Target audience: parents. usu. adults.
message: you can utilize your kid's imagination instead of falling into existing patterns.

you can read more views here:
http://adsoftheworld.com/media/print/lego_red_brick under username: IsraelMallett or me, for eg.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture

I say - you and this IsraelMallett wouldn't by any chance be the same person?

bate_palmas
Activity Score 1479
Hadrons's picture

well, I am from Israel & his name is Israel. This is where the similarity ends.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture

LOL only kidding

bate_palmas
Activity Score 1479
MicheleVirgilio's picture

Big concept. I love

MicheleVirgilio
Activity Score 2617
ishiboy's picture

I really like the concept, but I agree with Jaap. It could've been written a lot lot better.

ishiboy
Activity Score 497
Creative Director at Mumbai, India
Roger Keynes's picture

Use the lego block within the copy to suggest an element of the story. Just do SOMETHING.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

marano's picture

Cool concept. Very eye catching and memorable.

marano
Activity Score 348
Graphic Designer
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