Lego makes some of the most delightful advertising around, and this series of print ads from Ogilvy Bangkok are just about perfect, from concept to execution. According to the agency, “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”.
The work, which won three silver Lions (in Print & Publishing and Outdoor) and a bronze (in Design) at the Cannes festival last month, shows kids literally envisioning their future careers by building them from the inside with Legos. The Lego structures in the images weren’t actually built from Lego, they were designed on a computer, but Ogilvy says they plan to make build the characters out of actual Lego as an extension of the campaign.
The children construct their professions from the inside out, the tagline is “Build the future.” Surprising and nostalgic, they perfectly capture the daydreams of our youth and aspirations for the future.