Red 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.”
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
Only read this one and that's enough for me. Quite tedius.
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.
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
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
I agree it is way too wordy for kids. Nice copy anyway, but misses the mark.
Incredibly subpar copy for a copy-based campaign. What a great idea, what an amazing product...ruined by piss-poor storytelling.
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.
It's about time someone with an analytic brain comes to the rescue and saves us from the riffraff.
Thank you. :-)
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
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.
Same problem - good concept, average copy.
Explaining to Mums and Dads how Lego works?
Really?
The Jobless Writer
Will Think for Salary
Waow... Great set of campaign. A single brick of Lego can do a lot of things...
AMAZING!!! It was fun reading it... and am sure lots of fun writing it tooo..
fantastic.
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.
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