Build The Future

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BUILD THE FUTURE

LEGO wants to encourage young children to explore their creative side by using LEGO to build the job of

their dreams. LEGO bricks that are being built symbolize the kids' development, which gradually grows

bigger and closer to their dream future.

Client (Advertiser): DKSH (Thailand) Ltd.
Brand: Lego
Campaign name: Build The Future
Title: Astronaut, Firefighter, Rockstar
Agency: Ogilvy Group Thailand
Production Company: Illusion CGI Studio

Year: 2017

CREDIT

Chief Creative Officer: Nopadol Srikieatikajohn
Executive Creative Director: Wisit Lumsiricharoenchoke
Creative Director: Gumpon Laksanajinda, Denchai Kheereerak
Art Director: Nopadol Srikieatikajohn, Wisit Lumsiricharoenchoke, Gumpon Laksanajinda,

Asawin Tejasakulsin
Copywriter: Nopadol Srikieatikajohn, Wisit Lumsiricharoenchoke, Eugene Cheong,

Denchai Kheereerak, Supalerk Silarangsri, Kris Garford Spindler
Agency Producer: Paiboon Suwansangroj, Kannika Mongkolrattanachart
Illustrator: Illusion CGI Studio

SKETCH

Ogilvy Group Thailand provided drawings of children building LEGO bricks to build their dream career figures which clearly described the creative concept of the campaign.

RESEARCH & STUDY

To create accurate and realistic model, we studied the size, natural form, color, texture and true scale of LEGO bricks.

DEVELOPING PROCESS

We started out from developing actual adult model in true scale then transformed them into LEGO bricks and carefully picked out brick by brick to find a good balance between the kid inside and the model itself.