LEGO Campaign

The Creative Challenge - Brief

To create a campaign for the LEGO Brand that distinguishes LEGO from all the other construction toys in the toy market by highlighting the benefits and points of difference of LEGO rather than the detriments of our competitors.

The campaign should encompass the LEGO brand values and take advantage of LEGO’s heritage and strong brand equity within the UK. This maybe through the form of animation/ TV ad, Graphic communication, illustration and/ or advertising, Surface pattern design, 3d/ product design – basically however you see fit to resolve the brief.

I researched previous Lego campaigns as well as competitors campaigns to get an idea to what was involved in an advertising campaign, followed by looking at the brand guidelines of Lego ensuring that I had understood appropriate colours, graphics, fonts etc to be used.

After mind mapping necessary features needed in the campaign, I came up with 4 ideas. The design I decided to use is inspired by the Rorschach ink blot tests, these rely on people seeing different images within the ink based on their interests and personality. The use of this encourages interaction with the design by inviting the audience to 'create' their own idea of what they can see and potentially build from Lego. This  highlighting the imagination and creativity as well as uniqueness that Lego offers.