Builders of tomorrow

Agency Network: 
November 2006
Lego:  Builders of tomorrow
Lego Print Ad -  Builders of tomorrow


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

Print advertisement 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
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mezog's picture

I like it, nice twist.

Activity Score 48
Copywriter |

Lianjco L. Mezog O.

Mo's picture

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. :-).

Activity Score 648
Art Director
popdistortion's picture

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

Activity Score 1592
ChuckNorris's picture


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

Activity Score 834
Creative Director
Rusio's picture

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

Activity Score 326
more onion's picture

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!

more onion
Activity Score 22
the.adnerd's picture

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

Activity Score 160
FAHAD's picture

Great piece of work.

Activity Score 85
Art Director
drunk dave's picture

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?

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
Capitalist's picture

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

Activity Score 132
Copywriter |

No idea's too bad...

Jet Propulsion Lab's picture

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.

Jet Propulsion Lab
Activity Score 10679
Darrin Stephens's picture

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.

Darrin Stephens
Activity Score 242
Creative Director
thecopyshop's picture

Does this go along with the Ad

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

Otherwise ???

Activity Score 26
Copywriter |


ChuckNorris's picture

The original photo is quite popular if you ask me.

Activity Score 834
Creative Director
PeteHH's picture

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.

Activity Score 202
salamandos's picture

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

Activity Score 1947
Art Director
writergeekdez's picture

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

Activity Score 255
Skor's picture

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...

Activity Score 208
Desi's picture

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 :)

Activity Score 1042
afakelove's picture

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

Activity Score 12
Creative Director
rajeev.lalith's picture

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

Activity Score 6
Art Director at Art Director Miraj Media — Bahrain |


niranjanhg's picture
Activity Score 211

I am a student.

witness505's picture

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.

Activity Score 137
Envy New Media
sinusmil's picture
Activity Score 6
Art Director
sinusmil's picture
Activity Score 6
Art Director
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