Expect the unexpected

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Brief:

Was to creatively promote and advertise the Lego brand as a whole. I could focus on any section of the brand.

Solution:

I focused on the Technic Aspect of the brand. It is a more mature side to the lego brand, integrating technical elements to the children based brand. I wanted to show the "boys to men, men to boys" feel. The idea was to focus on the stereo type that every man is into great auto motive design and would love to own a car such as the Audi R8 V10, also that every boy played with legos as a child. So i really tried to focus on the feeling of integrating two amazing activities that men and boys have participated in at some stage of life.

Expecting Audience to be captured by the unexpected and feel as a whole. Also wanting the men that view this to feel that there can always be a fun side in the world of automotive design and to bring the kid back out and remonis the days of childhood.