Title | FIREFIGHTER |
Brand | DKSH (THAILAND) LTD. |
Product / Service | LEGO |
Category | A01. Art Direction |
1 of 3 Campaign | |
Entrant | OGILVY Bangkok, THAILAND |
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 |
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.
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.