Few toys are more synonymous with childhood than Legos, the interlocking bricks that so many have come to love. The ad agency Ogilvy Bangkok used the toy to pull at the heartstrings of festival-goers at this year’s festival with the campaign “build the future.”
“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,” Ogilvy Thailand Vice Chairman Nopadol Srikieatikajohn said in an interview with AdFreak.
The series of ads is simplistic, yet striking in nature. The agency called on Illusion, a company in Bangkok, to create the Lego structures using 3-D illustration. The three careers that were chosen for the campaign are fields the agency believes children are interested in.
For the sciences, Ogilvy chose an astronaut, for the arts, they chose a rock star, and social services, a firefighter. For each ad, the agency also made sure the lighting was closest to the atmosphere of each job. Space-like lighting, concert lighting, and fire-like lighting were chosen for each of the careers respectively. It is safe to say that the ads were a hit with festival goers, as they snapped pictures of them and shared the campaign via social media. Because of the campaign’s success, and the fact that it won three silver Lion awards, the agency plans on building the structures depicted in the ads in real life.