| Title | BLANK CANVAS |
| Brand | LEGO SINGAPORE |
| Product / Service | LEGO |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Entrant Company: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| 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 |
The ad, which was placed in all Lego retail outlets and was seen by thousands and clearly demonstrated that, regardless of the many new themed sets, at the heart of Lego there is still infinite possibilities.
To communicate the idea of unlimited possibilities, we created a completely blank poster that was slightly embossed with the Lego dimples to communicate a blank sheet of filled with potential.
Lego wanted to communicate the unlimited possibilities inside every box. While their existing customers knew this and believed in the brand, they felt that it was becoming more about themed sets which were less dependent on imagination. To tackle this, we tapped on the insight that most customers still believe that, regardless of the picture on the box, Lego lets you build anything. A concept that resonates with brand throughout the ages.