DRAGON

Short List
TitleDRAGON
ClientDKSH (THAILAND) LIMITED
Product / ServiceLEGO
CategoryA04. Consumer Durables
EntrantOGILVY Bangkok, THAILAND
Idea Creation OGILVY Bangkok, THAILAND
Production ILLUSION Bangkok, THAILAND

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy Group Thailand Chairman
Wisit Lumsiricharoenchoke Ogilvy Group Thailand Group Executive Creative Director
Gumpon Laksanajinda Ogilvy Group Thailand Creative Director
Denchai Kheereerak Ogilvy Group Thailand Creative Director
Asawin Tejasakulsin Ogilvy Group Thailand Creative Group Head
Panin Mukdapitak Ogilvy Group Thailand Senior Art Director
Katunyoo Thongtip Ogilvy Group Thailand Art Director
Pakorn Siripol Ogilvy Group Thailand Copywriter
Visaya Sosothikul Ogilvy Group Thailand Copywriter
Nanut Thanapornrapee Ogilvy Group Thailand Copywriter
Jiravara Virayavardhana Ogilvy Group Thailand Managing Director
Sasipa Mongolnavin Ogilvy Group Thailand Strategy Planning Director
Sasirin Borwornchokchai Ogilvy Group Thailand Strategy Planning Director
Paiboon Suwansangroj Ogilvy Group Thailand Agency Producer
Kannika Mongkolrattanachart Ogilvy Group Thailand Print Producer
Illusion, Bangkok Bangkok Illusion, Bangkok
Illusion, Bangkok Illusion, Bangkok Photographer
Illusion, Bangkok Illusion, Bangkok Retoucher

Cultural/Context information for the jury

LEGO’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and unleash their potential to shape their own future - experiencing the endless human possibilities and benefiting from limitless imagination. The ad series was created to celebrate a child’s limitless imagination by utilizing the visuals of 3 favorite objects of imagination; a dragon, spaceship and the Empire State building, each of which comes in two with dramatically different scales, patterns and details. The ads aim to communicate to the key audience, children and parents, that when it comes to imagination, every size and every difference matters and it is never too small, too large, too different to be built. LEGO completes everyone’s imagination and they can express it freely with LEGO because the joy of creation from their unique imagination is the true foundation for creativity.