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Copyright ©2005 advertising/design goodness - advertising and design blog. All rights
reserved. Powered by WordPress.
August 1st, 2006 at 11:56 am
Agency: FCB Johannesburg
Photographer: Gerard Turnely
Director: Brett Morris
Copywriter/Art Director: Lance Vining
Art Director: Charles Foley
Awards: Grand Prix—Cannes Lions International Advertising Festival
August 1st, 2006 at 12:25 pm
This must be one of the best print campaigns in the world ever. Nick
August 1st, 2006 at 12:36 pm
Great stuff… and for me, better than that submarine - or whatever it was! - a month or so back. Yeah, the shadows are very explicit, but kids really do see all that detail - and more - in Lego. The ads are just trying to explain this to the adults so that they can “get” why their kids want more of the stuff…
August 1st, 2006 at 12:37 pm
There’s another one of these in this series (aeroplane) at http://www.thefwa.com/adworld/adlego0606.html
August 1st, 2006 at 12:47 pm
this has been on a wall at my ad school for two years
August 1st, 2006 at 12:47 pm
Ya, these are MUCH more effective than the submarine ad.
Just as beautiful to to look at, but they get the message across clearly and quickly (which the submarine ad failed to do IMO).
August 1st, 2006 at 2:04 pm
Beautiful. But how can one make a bad ad for Lego? It’s a great kids toy that just has 3 billion cool concepts for it. It’s not like an itch cream or anything.
August 1st, 2006 at 2:55 pm
Beautiful concept. It really captures what Lego is all about: Imagination.
However, I am having a hard time to believe that Lego actually endorses advertising using a war theme (picture 3). As far as I know, Lego never went into actual war topics with its products. Not that they are overly pacifistic but they always stayed on the past (wild west, medieval) or future (sci-fi) side of the ugly.
August 1st, 2006 at 7:55 pm
This is one of those gorgeous “Lurzers Archive” concepts that is also what I call a “shooting fish in a barrel” concept. Who ever gets a creative brief that simply states “Visually communicate the essence of Lego blocks”?. No one. You’re always going to be tasked with moving much product for the new Star Wars toy, or for the latest Bionicle set. I can barely FIND basic Lego blocks on the store shelves for my kid. I can’t imagine that Lego’s strategy is to move basic block sets anymore.
I wonder more about how this ad originated. Was it actually requested by the client, or was it shown to them (and they were convinced to then run it)? I smell a situation designed to win an award at Cannes. With no actual marketing parameters/objectives to hold one back, it’s a lot easier to win at Cannes.
August 1st, 2006 at 8:12 pm
[…] http://www.marketanomaly.com/wp-content/uploads/2006/08/Lego_dinosaur.thumbnail.jpg via […]
August 1st, 2006 at 8:46 pm
Ooh these are really impressive. Simple and subtle. I hope kids haven’t ditched these for video games entirely.
August 1st, 2006 at 8:49 pm
So simple yet so effective, i reckon these ads work great for kids aswell as parents, compared to the Hot Wheels ad.
August 1st, 2006 at 10:36 pm
genius
August 1st, 2006 at 10:59 pm
good stuff!
August 2nd, 2006 at 12:07 am
super wow!
simple and nike-sque
August 2nd, 2006 at 12:48 am
I am not so sure it’ll win cannes. More like archive stuff. Also, the dinosaur one is really not as strong as the others.
August 2nd, 2006 at 1:53 am
impressive..
August 2nd, 2006 at 7:15 am
VERY nice!
August 2nd, 2006 at 9:17 am
to new york punk,
i think the dinosaur is the strongest.
August 2nd, 2006 at 10:12 am
[…] Words not needed to express how cool this ad is. See others at Advertising/Design Goodness. […]
August 2nd, 2006 at 11:03 am
Jeremy,
The reason for showing the basic blockss isn’t to o sell a specific product, it’s reinforcing & building brand equity. Everyone knows those basic shapes as “Lego,” that’s why it’s so effective.
August 2nd, 2006 at 11:17 am
Great artwork - the concept is the same as the Star Wars Episode I poster with Anakin and Vader - a good idea.
August 2nd, 2006 at 3:32 pm
[…] Lego Advertising/Design Goodness Wow, these minimal Lego print ads really capture how the bricks stoke the imagination. (tags: toys advertising design awesome) […]
August 2nd, 2006 at 3:46 pm
Love it! Totally perfect on the imagination of children and legos. It makes me think of the mutant animals my sister and I use to create with Legos.
August 2nd, 2006 at 6:39 pm
The ads reek of Roland Young. Give a shout-out if you know what I’m talking about.
August 3rd, 2006 at 12:36 am
[…] Quite possibly one of the best print ad campaigns I have ever seen. FCB, Johannesburg absolutely stuns with this simple, perfect campaign for Lego. […]
August 3rd, 2006 at 1:13 am
[…] […]
August 3rd, 2006 at 5:09 am
It’s really a wonderful advertising… but for adult people!
I think that many kids will not be hit for the ad, but i suppose in this case they are not the target
August 4th, 2006 at 9:35 am
To me it says Lego is quite shit, as you can’t build anything like a real dinosaur with it, you just have to imagine that a couple of featureless blocks one on top of the other is a dinosaur.
August 4th, 2006 at 10:16 am
[…] I really do love these Lego ads. The ads seem to capture the whole essence of the imagination going through a kid’s mind when they play with Legos. Simply brilliant! [via] […]
August 4th, 2006 at 12:08 pm
[…] new advertising campaign is an exercise in simplicity. But brilliant, just brilliant. (Via What do I know) Filed under Raves , Advertising [] […]
August 5th, 2006 at 12:12 am
[…] Lego […]
August 5th, 2006 at 12:29 am
[…] » LegoAdvertising/Design Goodness (tags: advertising design lego ads art toys ad) […]
August 5th, 2006 at 12:45 am
[…] Lego […]
August 5th, 2006 at 4:17 am
[…] Agency: FCB, Johannesburg. Found at: AdverBox + A/D G del.icio.us this! […]
August 5th, 2006 at 4:30 am
LEGO…
/angex/homes/blog/0805.jpgAwards: Grand Prix - Cannes Lions International Advertising FestivalAgency: FCB Johannesburg[via] Advertising/De ……
August 7th, 2006 at 3:59 am
[…] Y este de Lego tampoco está nada mal. […]
August 8th, 2006 at 6:41 am
I know this post is getting old, but I hope to rectify something here. These ads ARE NOT from FCB, they are from Blattner Brunner, and were done before the Cannes work.
Ben Requena, your credits are wrong, they are as follows:
CD/ Jay Giesen, Dave Kwasnick
AD, CW/ Derek Julin
Photographer/ Tom Cwenar
For any non-believers, check it out - http://www.derekjulin.com/ I work with Derek and this was the original concept. I coded this website when we were in college less than a year ago. Check out the advertising section, second row, third and fourth tabs. These are the original thought.
–
brandon
August 8th, 2006 at 6:43 am
Sorry, to clarify, the images above are Derek’s executions, not FCB.
August 8th, 2006 at 9:40 am
Emailed Fredrick about corrections. I apologize for the confusion. A correction should be made shortly.
August 10th, 2006 at 6:12 pm
Excellent
August 11th, 2006 at 1:27 am
Dinosaurs? Yawn, so cliché.
Destroyer? Tank? Death and destruction anyone?
Sad. Lego was always such a nice educational thing… what happened?
August 17th, 2006 at 8:26 pm
[…] Tyrannosaurus Lego. […]
August 19th, 2006 at 12:49 pm
[…] » LegoAdvertising/Design Goodness […]
November 3rd, 2006 at 11:31 am
[…] At the Advertising Design Goodness blog, I came across a series of advertisements for Lego brand building blocks that reminded me that sometimes, you don’t need a word to tell a great brand story. […]
January 2nd, 2007 at 8:13 am
Simply amazing. There’s no end to imagination, which in a way os a key tool in abstraction, isn’t it? lovely.
March 6th, 2007 at 1:24 pm
I ALSO would to like to set things right as Brandon mentioned in an above post. These ads are from Blattner Brunner by Derek Julin, my future son-in-law ( we hope !!!) . They were done long before the Cannes work that was mentioned above. I kindly ask that you correct your post Ben. Thank you. Derek is multi-talented and one of the humblest people on earth. He has worked VERY hard and has never had anything handed to him. I have known him for 8 years and am very proud of him. Excuse the gushing —- but this guy deserves tons of accolades.
ALSO, I just love this ad. It talks to you and makes you remember a kid’s vivid imagination. It is brilliant !!
April 30th, 2007 at 1:38 am
imádom a legot!!!!!!!!!!!!
September 24th, 2007 at 8:09 am
[…] posters here. Posted by anujgansu Filed in general, graphic, […]
September 24th, 2007 at 9:21 am
[…] » Lego advertising/design goodness - advertising and design blog: “ […]
September 24th, 2007 at 5:42 pm
[…] Tyrannosaurus Lego. […]
September 24th, 2007 at 10:24 pm
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October 19th, 2007 at 6:22 pm
Sheer brilliance. Also, makes my heart melt. So spot on.
October 20th, 2007 at 9:52 am
[…] about some really clever ads from Lego? This is a great campaign, it really speaks to Lego’s position as a company which encourages […]
October 24th, 2007 at 1:58 pm
[…] LEGO, een kwestie van fantasie (meer) […]
November 10th, 2007 at 7:58 am
[…] http://www.frederiksamuel.com/ November 10, 2007 | In DesignMatters […]
December 19th, 2007 at 3:08 pm
The funny or maybe ironic thing is, that Lego barely sells these basic bricks anymore and relies on their themed sets, which leave little to the imagination. If you look at their sets in the store, a set will barely contain any real lego bricks and be all specialty pieces. I hope that this new advertising campaign is an indicator that they are on a move back to including bricks that have a variety of uses (such as the ones in the images above). - from a extremely serious Lego collector
January 11th, 2008 at 10:03 am
As a kid who grew up playing with legos, this ad stirs notalgia and reminds me how legos can be a very creative outlet for a child.
January 14th, 2008 at 8:42 pm
just beatiful concept!!
amazing~!!!!
oh my goodness!!!!!!!!!!
April 25th, 2008 at 10:53 am
[…] Excellent Lego ads. They look to me like something an agency might do for a vodka brand. Posted on April 25th, 2008 in Interesting […]