Lego

Synopsis

Background
I bet you fifty bucks that whenever someone mentioned the name “Lego”, your mind will race to the first childhood memory of you or your friend playing with building blocks. 

That is just how grand, this toy brand story is.

Brief
Though Lego has its legendary status, it has not been able to penetrate the new young urban parents. Their goal is to be so “in their minds” that the first toy they will think of to buy for their children is Lego. Not to mention, without appealing to the nostalgic memories of them playing with Lego as kids.

Talk about a tall order. But it had to be done. How?

Process
Firstly, what’s a creative idea that is not fueled by a proper strategy and research? That’s exactly what I did. Loads of desktop research about the brand, the past campaigns they ran, empathizing with parents, getting and documenting their thoughts about the brand and toys in general by using design thinking… 

 

Insight

The most consistent insight that came from parents was that these days, toys entertain kids but don’t teach them something of value. They would love to buy their kids a toy that would impart lessons and challenge their creative nature and imagination.

 

Big Idea
To answer that problem, the big idea came about: Since toys train the imagination, the more a child plays with toys, the more imaginative and creative the child will become.

 

Concept
One figure. Many interpretations.

 

Pay off line
“MORE POSSIBILITIES”

Deliverables

Cinema Ad
Radio Ad

Client: Lego

Element: Radio Ad

Type: Conceptual

Length: 30”

Writer: Tshepo Molefe

Title: More Possibilities

 

MVO (kid): What if this was a plane…or a guitar? Or both? What if this transformed

into a walkie-talkie? Or the walkie-talkie was a giant crossbow that shoots laser beams?

What if this was a priest’s cross that can grant people mmmmaaannny wishes?

 

Announcer: These are all the possibilities a young mind sees… What do you see?

Lego. More Possibilities.

TV Ad
Street Pole Ad

Client: Lego

Element: Radio Ad

Type: Conceptual

Length: 30”

Writer: Tshepo Molefe

Title: More Possibilities

Pole 1

Pole 2

Pole 3

Pole 4

Pole 5