David Gaskell Lego
The Brief Create a campaign that distinguishes Lego from all of their competitors. Do this by focussing on the positives of Lego, rather than the downfalls of their competitors products.
1
Imagination Poster campaign by Saatchi & Saatchi, these posters communicate the imagination that Lego bricks can unlock with using any copy at all. Lego is a product that is so well known it’s qualities speak for itself. This is a huge benefit when trying to develop a campaign.
Creativity Posters that replicate the environment using Lego. This shows how creative the possibilities of Lego are. Again, no copy is used in this advert.Allowing the reputation of the product to do the work.
Invention This advert shows how Lego has helped generate inventions that change generations. Personally I feel this is a bit of a seedy way to sell Lego, all parents want their children to do well, this advert almost makes parents feel guilty if they don’t use Lego.
David Gaskell Lego
Previous advertising I looked at the previous advertising Lego has used and broke them into three categories; creativity, imagination and invention.
2
Content I have taken a different approach to typical retail advertising. Rather than trying to sell the product, I am creating an advert that associates Lego with positive messages. The artwork will be created with Lego bricks, and the context will be AdShel posters. This will give the posters prominence in the high street, so more people will see them. The message given by the poster will be connected to the product, I chose to use ‘Life is what you make of it.’ for the line, as Lego is what you make of it. As the artwork is created with Lego bricks the design will work in 4 dimensions, the closer people get to the advert the more the construction will be revealed. The size of the poster is 1200mm x 1800mm.
Life is what you make of it.
David Gaskell Lego
The Solution I have come to a solution that will use the product, rather than be printed. The design will be created using separate lego bricks. As Lego is such a know brand I felt it could be time for them to ask questions of the customer, rather than justify and sell the quality of their product.
3
David Gaskell Lego
Advert in context When seen on a busy highstreet the simplicity of the advert attracts attention. The subtle design is in contrast to the garish advertising typical of the high street.
4