Red Brick

January 2012

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

Comments (15)

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andylefty's picture
Activity Score 4535

Only read this one and that's enough for me. Quite tedius.

Hadrons's picture
Activity Score 6041

I love this campaign.
I played with Legos and so did my kids...

As a company, their whole attitude to resell the product in today's reality of the attention deficit disorder generation is admireable.

Making Legos the answer to the problem, as well as a lesson to parents on how to gain the upper hand of raising kids by teaching them to look to something other than instant gratification is refreshing.

This is one of the first things I'll recommend to buy as a gift.


ZaboZaboZabo's picture
Activity Score 593

Really weak and 1st idea concept. Schoolish.

jponino's picture
Activity Score 601

i agree, it felt so 1st idea : they could have thought lego are principally for kids and here children won't read it until the end, or recognize lego...
moreover, so great full ideas have been done, it's hard to propose that then, cause they suffer from the comparison

somecopywriter's picture
Activity Score 1113

I agree it is way too wordy for kids. Nice copy anyway, but misses the mark.

MicheleVirgilio's picture
Activity Score 2617

A very good campaign.

Andrej's picture
Activity Score 656

Incredibly subpar copy for a copy-based campaign. What a great idea, what an amazing product...ruined by piss-poor storytelling.

IsraelMallett's picture
Activity Score 2

This ad is not tailored for kids. It's a four page series, most likely intended for a magazine, which suggests an adult target. They are targeting the adults, who purchase the legos for the children, and using such messages to show how wild their kids imaginations can get in a world today where everything is already imagined for you.

It may also be intended to conjure up feelings of nostalgia in adults who played with them as kids, to get them to give that same experience they loved to their kids.

Hadrons's picture
Activity Score 6041

It's about time someone with an analytic brain comes to the rescue and saves us from the riffraff.
Thank you. :-)


bate_palmas's picture
Activity Score 1479

Idea's nice - but done by a gazillion brands a gazillion times. Let your imagination run wild...sure - a few years ago that was wild stuff.

As for the copy, it's not even that engaging. Not much thought, just creative philandering. And yes, I get that that's the point (imagination can go anywhere), but they could have tied it up a lot better and even linked it to some of Lego's latest themed products to drive sales.

This doesn't feel groundbreaking, not in this century.

ishiboy's picture
Activity Score 497

Same problem - good concept, average copy.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Explaining to Mums and Dads how Lego works?

The Jobless Writer
Will Think for Salary

Atmosfear's picture
Activity Score 50

Waow... Great set of campaign. A single brick of Lego can do a lot of things...

Abhishek Parikh's picture
Abhishek Parikh
Activity Score 568

AMAZING!!! It was fun reading it... and am sure lots of fun writing it tooo..

eLRO4's picture
Activity Score 60

and its not FOR KIDS. its for ADULTS! Toy ads arn't FOR kids.. the kids arn't the ones buying the toy.

This makes an adult read what the kid will do and create if mommy buys jimmy legos.