Project for LEGO. My position - Art director (BBDO Moscow).
Concern: non-typical demonstration of infinite possibilities of lego and making it clear for target group (children).
The main idea consists in production of prints series with lego bricks bunches. This picture is erasable, and a new picture with finally assembled lego model is under the first. This way we show lego bricks as something more than just cubes. We offer to a child an opportunity to have a hand in a transformation of the bricks to a model (even grownups like advertising doings which can be touched, twisted and extended, and children all the more). We give a chance to see how easy plastic cubes become a car or a helicopter.
The advertising campaign slogan is Just bricks? Floutingly asking a consumer: did you think these are just bricks? These are not.
The second idea is similar to the first. But the angle of giving is different. We show an assemble model, and consumer can erase the print and see the brand new. This way we show that the same material can be shaped to the different forms. The game is kept to imagination.
Outstanding, bright and simple at the same time prints contain lego elements only. The idea can be realized with big-sized outdoor edition. qr-code is needed for it. Scanning the code, you’re moving on a promotion website with the same picture. Customer can erase it as in a printed form and see the new.