The Brief

Lego wanted to engage new customers, but also remind existing ones about the core value of their brand. Imagination. Therefore the strategy was to demonstrate the unlimited possibilities inside every box of Lego.

Creative Execution

The creative execution goes back to Legos purest brand belief. In a wonderfully simple way, it tells you the most important thing about the product and the reason why most people fall in love with the product in the first place. And it did it using a single iconic Lego element.

Describe the creative solution to the brief/objective.

To demonstrate unlimited possibilities, we created a completely blank canvas, lightly embossed with the Lego dimples. Placing the pure white ads in Legos wildly colored retail stores was done in hopes of engaging the thousands of customers that visited their stores weekly.

Results

Literally thousands saw the ad at Lego's retail stores. While kids and adults alike interacted with the ad by touching it, it also stood out against the the stores naturally colorful background.