Title | THE SHAPE OF IMAGINATION |
Brand | LEGO |
Product / Service | TOYS |
Category | D02. Point of Sales & Consumer Touchpoints |
Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
Idea Creation | OGILVY & MATHER SINGAPORE, SINGAPORE |
Media | OGILVY & MATHER SINGAPORE, SINGAPORE |
PR | OGILVY & MATHER SINGAPORE, SINGAPORE |
Production | OGILVY & MATHER SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Alvin Chin | Ogilvy & Mather Singapore | Agency Producer |
Troy Lim | Ogilvy & Mather Singapore | Creative Director |
Troy Lim | Ogilvy & Mather Singapore | Creative Director |
Jon Loke | Ogilvy & Mather Singapore | Creative Director / Head of Art |
Adrian Yeap | Ogilvy & Mather Singapore | Associate Creative Director |
David Stevanov | Ogilvy & Mather Singapore | Senior Art Director |
Kevin Joseph | Ogilvy & Mather Singapore | Copywriter |
Chow Kit Yee | Ogilvy & Mather Singapore | Agency Producer |
Cheryl Heng | Ogilvy & Mather Singapore | Producer |
Emily Poon | Ogilvy & Mather Singapore | Account Director |
Samantha Kudus | Ogilvy & Mather Singapore | Account Manager |
John Muntean | Magic Angle Sculpture LLC | Artist |
Valerie Wang | Ogilvy & Mather Singapore | Consultant |
Eugene Cheong | Ogilvy & Mather Singapore | Chief Creative Officer |
We demonstrate the power of imagination with a LEGO creation that shows you a different image depending on how you look at it. Using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base. However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms.
By using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base. However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms. We worked with John Muntean, a Chicago-based scientist-artist who employs the magic angle spinning technique often used in nuclear physics in his art, to design these multi-dimensional installations.
The LEGO installation exhibited at a newly-opened flagship store, drawing a 53% increase in footfall over three days. As LEGO inspired customers to tap into their imagination, sales of LEGO Pick-A-Brick and suggested LEGO sets grew by 28%.
The installation is placed in the LEGO flagship store to target in-store customers who can interact with it. A three-sided triangular QR code accompanies the rotating installation, directing customers to suggested LEGO sets available in-store that allow kids to build the respective shapes. For example, at the angle that the user sees a dragon shadow, scanning the QR code will direct the user to a variety of LEGO sets from which dragons can be built