Campaign Date: 2017
LEGO’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future. The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life, so that they have a better chance of growing-up to be what they dreamt of.
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.
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, firefighter ad is placed at outdoor playgrounds.
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, rock star ad for the arts and firefighter ad for social service. All chosen careers are inspired by the product- LEGO career sets. They were 3D illustration based on the Lego products. Each was designed to be in the lighting closest to each career working atmosphere—the astronaut girl in space lighting, the rock star boy in concert lighting, and the firefighter boy in fire-like lighting
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 futurefor their kids.