| Title | THE SHAPE OF IMAGINATION |
| Brand | LEGO |
| Product / Service | TOYS |
| Category | B04. Use of Ambient Media: Large Scale |
| 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.
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.