Don't LEGO of your Dreams

LEGO is known for its creativity and its entire brand is based around using your imagination to create whatever you want. And with their 2017 ad from Ogilvy Bangkok, they finally perfected an image to go with their message. This ad was so liked that it won three silver Lions and a bronze at the Cannes festival. But why was this ad more of a hit than their hundreds of other creative ads, what extra “oomph” did it have?







In the LEGO ads, we clearly see children physically building their futures before them. This is to show kids that they have a say in their future and in the end, it is themselves that are building it. No matter what setbacks or disadvantages you have the ability to change your future. The ad, as well as LEGO’s overall message, is to spark creativity in kids and LEGO encourages learning in different and abnormal styles to spark all sorts of different interests in kids.

The fact that the LEGO structure is not completely built and is still in the process of being built by the child represents the child’s development in learning and the progression toward his or her goal. Different fields of work are also portrayed mainly as the three most popular to kids at a young age science, art, and some sort of service job.  The lighting in the images is also significant. Each is used to represent how the lighting would be in that actual career. LEGO’s did this to make the profession fit into the environment more but without having a cluttered image to keep the focus in the kid building. LEGO stayed true to its brand identity in this ad and found the best way, so far, to put it into a visual for the consumer. 

Comments

  1. I think your point is completely correct. It's interesting you brought up the statistic that this ad was more of a hit. My brother is very much into LEGOS and he was completely taken away by this ad. He said it was so cool because usually legos are just something to look at but in this ad the LEGO includes him. He completely let out everything and said that he loved LEGO so much more now because he felt from this ad that LEGO was very inclusive and wanted him to be apart of it. I think it's very crazy that images are able to create such an impact on someone like my brother that doesn't really comprehend everything up to speed. By having just this intriguing image they are not only able to make the viewer some type away but are able to get their point across without the viewer being overwhelmed. This appeals to children because picture are easier for them to understand and having them not being overwhelmed allows them to really get sucked in.

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