| Title | BLANK CANVAS |
| Brand | LEGO SINGAPORE |
| Product / Service | LEGO |
| Category | A07. Point of Sale |
| Entrant | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Entrant Company: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Design/Advertising Agency: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Danny Searle | BBDO/Proximity Singapore | Vice Chairman - Asia/Chairman - Singapore |
| Scott Walker | BBDO/Proximity Singapore | Executive Creative Director |
| Primus Nair | BBDO/Proximity Singapore | Creative Director (Copy) |
| Douglas Goh | BBDO/Proximity Singapore | Creative Director (Art) |
| Fiona Huang | BBDO/Proximity Singapore | Account Manager |
| Joe Braithwaite | BBDO/Proximity Singapore | Client Services Director |
| Jack Han | BBDO/Proximity Singapore | Studio Manager |
| Anne Lee | BBDO/Proximity Singapore | Production Manager |
Lego retail stores are bright and colourful and filled with display stands. Point-of-sales and posters ads can be all to easily swallowed up.
The Brief was for in-store and poster advertising that could communicate, in a clear, concise way, that a box of Lego has limitless possibilities.
The final design to communicate unlimited potential was essentially a blank poster, lightly embossed with the Lego dimples. The clean, white surface stood out against the clutter but also communicated the concept of possibilities.
The ad which was placed in Lego retail stores was seen by hundreds of their customers. Amidst the many themed sets Lego sold, it reminded people that at the heart of the brand lies imagination.