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Periodic table

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Published/Aired: 
December 2006
Lego Print Ad -  Periodic table

Description

Illustrator, Photographer or other additional credits: David Prior

Print advertisement created by FCB, South Africa for Lego, within the category: Gaming.

Caption

Lego. Make anything.
Agency: FCB Johannesburg, South Africa
Creative Director: Gerhard Myburgh, Cathrine thompson, Brett Morris
Art director: Lance Vining
Copywriter: Mimim Cooper, James Dodd
Illustrator, Photographer or other additional credits: David Prior
Lego. Make anything.

Advertising Agency: FCB Johannesburg, South Africa
Creative Director: Gerhard Myburgh, Cathrine thompson, Brett Morris
Art director: Lance Vining
Copywriter: Mimim Cooper, James Dodd
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Highest Rated

gonndo's picture

I like the idea, but it can be better with another copy........

gonndo
Activity Score 1094
Copywriter |

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

Bezarama's picture

I think the idea behind it is good, but I don't believe they pulled if off execution wise. I had no idea it was a periodic table until I read up the top.

Bezarama
Activity Score 10
Art Director
Arcasm's picture

i could tell it was a periodic table. i think the average person should be able to tell as well. i think it's good. the text is a little small though...

Arcasm
Activity Score 8
Graphic Designer
Desi's picture

Not uoto lego standard.

Desi
Activity Score 1042
ivan's picture

I'm science minded, but I got it right away and I thought it is hilarious.

ivan
Creative Director at Ads of the World
slim's picture

Why'd they move away from the whole 'Imagine...' thing?
So much more interesting a tagline/area to work in than this.
'Make anything' feels like a student concept to me.

slim
Activity Score 1047
Copywriter
Justin's picture

I agree that the idea is fantastic, however, your ordinary person is not gonna get that it's a periodic table.

Nice one tho guys.

Justin
Activity Score 176
Art Director
Capitalist's picture

Naaah...doesn't do it for me. "Make anything" - great line, but the idea is more like a 1st thought,
after "Imagine" surely we should be going deeper...but that's my opinion...take it,don't take it.

Capitalist
Activity Score 132
Copywriter |

No idea's too bad...

thecharles's picture

This would work in a magazine like Scientific American or something along those lines. I can see some scientist remembering his or her days as a youngster before the PhD, and before the groundbreaking discoveries, remembering that they owe it all to the engaging toys they had in times gone by. Go buy Legos for your child scientist, go buy.

thecharles
Activity Score 104
Graphic Designer
jkschlitz's picture

I'm an "ordinary" person and I knew exactly what it was.

jkschlitz
Activity Score 48
Graphic Designer
the_ashlands's picture

i saw it as a periodic table easily enough. that said, i think this ad works for people that recognize it as the periodic table straight away, as well as those who dont. If you get it right away it makes perfect sense. if not, you have to sit and look at it for a while in order to figure out what the hell it is....the longer you can get somebody to look at an ad, the better...it involves the comsumer more than an ad you see and recognize immediately only to flip the page and forget all about it...it turns into a puzzle of sorts. very simple idea that is both complex and simple...well done.

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

addyhoch10's picture

naaaaaaaaaaaaaaaaaaaa this ain't a periodic table. this is ARCANOID! but where's the ball? ah, the logo's the ball! veeeeeeery clever

addyhoch10
Activity Score 2592
Art Director
Punker's picture

naaaaaa, it's Tetris! don't know what a periodic table looks like, I dropped science..

Punker
Activity Score 84
Graphic Designer
braindrain's picture

Reads as a periodic table right away to me. There are a certain number of acceptable casualties with an ad like this. I'd rather see an ad that's over the head of 5% of the population than one that spells out the joke to make sure my grandma gets it.

braindrain
Activity Score 240
Copywriter
bknowlden's picture

I like it, but I want my kid to be a kid first and an adult later on...

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

Jozef's picture

I like it and I think most adults will understand it, but you have to remember the intended audience. An adult would understand, but a child (the intended audience) probably would not. If this were to appear in a children's magazine, they won't notice. Otherwise it will work great.

-------

Jozef
Activity Score 60
Graphic Designer |

http://www.councilc.com/

the_ashlands's picture

pretty sure the target audience is adults for this one...afterall...more often than not they are the ones with the money, not the children.

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

drizae's picture

Didn't read the title, didn't know what it was, but played with lego a lot as a kid. This didn't excite me at all.

drizae
Activity Score 503
Copywriter |

Fail Harder.

Jonny Lonestar's picture

I definitely know that it's another LEGO ad.

NO MORE LEGO ADS!!!! No more play-do no more Lego.

"Look what we can do with the easiest brand possible!" My dead Grandmother could concept a Cannes winning Lego ad.

Jonny Lonestar
Activity Score 282
Art Director
salamandos's picture

easiest brand? sorry, the cannes grand prix and the outdoor from chile were outstanding pieces of work,
please demonstrate how you can show up with a concept that is as fresh as those two - you can also use concepts of your dead grandmother for this.

salamandos
Activity Score 1947
Art Director
the_ashlands's picture

ha!

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

braindrain's picture

Good ads are good ads, but let's be honest, a brand with built-in fun is a heck of a lot easier to work with. There's a reason you routinetly see brands like Lego, Matchbox, Playstation, Nike, and every state lottery in the books every year. It's the same reason this site has so many ads for condoms & karate.

braindrain
Activity Score 240
Copywriter
salamandos's picture

agreed on that, I count socials in this category too

salamandos
Activity Score 1947
Art Director
uojeys's picture

Hello! i chance upon this site a few days ago and i got hooked, i am very new to this industry cos i just started work and i am in search for ideas for my campaigns.

Anyohow, I knew it was a lego ad but i couldn't tell what it was building. I tot it was a ship at first. After reading through a few of the comments, i realised, the ad is rather meaningful. Nods nods.. *claps*

uojeys
Activity Score 6
Other |

"negativity is the cancer of hope."

addyhoch10's picture

it's not a ship. it's arcanoid aka breakout.

"negativity is the hope of cancer"

addyhoch10
Activity Score 2592
Art Director
mikelite's picture

...snore...

mikelite
Activity Score 1031
Copywriter |

http://mikelightman.com/blog

comingsoon's picture

I like it!

comingsoon
Activity Score 117
Graphic Designer
emmadd's picture

eish! Lego was a bit simpler and a lot more fun when I was a kid

emmadd
Activity Score 4
Art Director
gonndo's picture

I like the idea, but it can be better with another copy........

gonndo
Activity Score 1094
Copywriter |

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

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