THE SHAPE OF IMAGINATION

Short List
TitleTHE SHAPE OF IMAGINATION
BrandLEGO
Product / ServiceTOYS
CategoryD04. Installation & Environment
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Idea Creation OGILVY & MATHER SINGAPORE, SINGAPORE
Media OGILVY & MATHER SINGAPORE, SINGAPORE
PR OGILVY & MATHER SINGAPORE, SINGAPORE
Production OGILVY & MATHER SINGAPORE, SINGAPORE

Credits

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

The Campaign

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.

Creative Execution

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.

Indication of how successful the outcome was in the market

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.