Strategy
While researching the LEGO Group I found that it was started over 80 years ago. What's interesting, however, is that the company has stayed within the same family this whole time and has been passed down through the generations. The current owner of the company is the founder's grandson.
Since the company has been around for such a long time, that means that my parents and their parents before them played with LEGOs as children aswell. With a goal to connect these two ideas, I came up with the "BUILD A TRADITION" campaign. The target demographic for this project is parents between the ages of 20 and 35 who want to show their kids that they can actually have fun playing with a toy that mom and dad played with when they were younger.
Mailer Panels
I chose to place my billboard in an urban city environment. Notice the blocks build up above the rooftop.
