Silver Spike Campaign
Product / ServiceLEGO
CategoryA01. Art Direction
1 of 3 Campaign
Idea Creation OGILVY Bangkok, THAILAND
Production ILLUSION Bangkok, THAILAND


Name Company Position
Nopadol Srikieatikajohn Ogilvy Group Thailand Vice Chairman
Wisit Lumsiricharoenchoke Ogilvy Group Thailand Group Executive Creative Director
Gumpon Laksanajinda Ogilvy Group Thailand Creative Director
Asawin Tejasakulsin Ogilvy Group Thailand Creative Group Head
Eugene Cheong Ogilvy Group Thailand Chief Creative Officer
Denchai Kheereerak Ogilvy Group Thailand Associate Creative Director
Wisit Lumsiricharoenchoke Ogilvy Group Thailand Group Executive Creative Director
Supalerk Silarangsri Ogilvy Group Thailand Copywriter
Kris Garford Spindler Ogilvy Group Thailand Copywriter
Paiboon Suwansangroj Ogilvy Group Thailand Section Manager / Print Production
Kannika Mongkolrattanachart Ogilvy Group Thailand Print Producer
Varunorn Suphannanont Ogilvy Group Thailand Communications Director
Wasin Siriamornsook Ogilvy Group Thailand Senior Communications Executive
ILLUSION, BANGKOK Illusion Co., Ltd. Photographer
ILLUSION, BANGKOK Illusion Co., Ltd. Retoucher
ILLUSION, BANGKOK Illusion Co., Ltd. Illustrator

The Campaign

To communicate the brand belief, we created this ad series to visualize the idea to consumers. We utilize the visual of a kid building with LEGO bricks in the shape of his/her dream career. The LEGO bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future.

Creative Execution

This campaign communicates the idea through kids’ dream careers in different fields, from science, arts to social service. Therefore, we chose 3 careers to represent each field- astronaut ad for science, rockstar ad for the arts and firefighter ad for social service. All chosen careers are inspired by the product- LEGO career sets.

After the campaign launched on different communication mediums, campaign awareness rose rapidly among the target consumers. Brand positioning was strongly emphasized and recalled; consumers remember the LEGO brand as more than just a toy. It became a way for parents to help build a better future for their kids.

The key audience is children and parents. The series was created to attract both groups by utilizing fun and eye-catching visuals to engage children while communicating how the product can improve the child’s future to attract parents (who always want the best for their kids). The ad series is communicated through posters and outdoor medium and placed at strategic locations where kids are most inspired about that career for their future, ie. astronaut ad is placed at the planetarium, rock star ad is placed at music schools, fire fighter ad is placed at outdoor playgrounds.