Design agency talks about award-winning LEGO Build the future campaign

Ogilvy Bangkok, the ad agency behind the LEGO Group's 'Build the future' campaign, has discussed how the striking images were developed. The LEGO Group hired Ogilvy Bangkok to develop a concept that would convey the notion that playing with LEGO bricks help the growth and development of childhood. The finished work was vindicated at the Cannes Lions International Festival of Creativity, where the company won four awards for the campaign.

“Lego’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future. The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life,” Ogilvy Thailand vice chairman Nopadol Srikieatikajohn tells AdFreak.

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To communicate the brand belief, we created this ad series to visualize the idea to consumers. We utilize the visual of a kid building with Lego bricks in the shape of his or her dream career. The Lego bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future.”

The agency called on Illusion in Bangkok to create the pieces using 3-D illustration. “Each was designed to be in the lighting closest to each career working atmosphere—the astronaut girl in space lighting, the rockstar boy in concert lighting, and the firefighter boy in fire-like lighting,” Srikieatikajohn says.

To push the marketing effort further, Ogilvy Bangkok will work with the LEGO Group to use bricks to build the models physically.