LEGO PEEING DOGS

TitleLEGO PEEING DOGS
BrandLEGO JAPAN
Product / ServiceLEGO BLOCK
CategoryA01. Art Direction
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN

Credits

Name Company Position
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Hideyuki Tanaka TBWA\HAKUHODO Creative Director & Copywriter
Tetsuya Toyoda TBWA\HAKUHODO Creative Director
Masaru Uemura TBWA\HAKUHODO Art Director & Designer
Chihiro Akimoto TBWA\HAKUHODO Planner
Kyo Hakamata TBWA\HAKUHODO Digital Communication Designer
Kaoru Otani TBWA\HAKUHODO Producer
Atsushi Matsuo TBWA\HAKUHODO Client Business Director
Jun Nakama TBWA\HAKUHODO Account Director
Junpei Yoshino TBWA\HAKUHODO Account Supervisor
Haruka Mizukami TBWA\HAKUHODO Account Executive
Kohga Mori WHITNY Photographer
Kanako Sato VITA Retoucher
Noriko Sugimoto WHITNY Prop

Cultural/Context information for the jury

LEGO ® group has declared that by 2030, LEGO will replace all the petroleum-based materials of its production to sustainable ones. As the first step, it has launched products containing parts made of plant-derived materials. This environmentally conscious campaign was expressed with wit, playing with dogs’ habit of peeing on trees. On June 5th, World Environment Day, it was distributed via social media then posted on OOH media.