Wooden ducks, flying boats and a dragon in Adidas sneakers, Lego has launched its first global advertising campaign in three decades.
It turned out bright and fresh, besides, such an unusual video will be well remembered. All characters, animals and vehicles shown in it are based on the one sold today or released earlier. Lego toys. The main idea of the video is the importance of developing creative thinking and creativity, which can be done with the help of the company's designers.
According to the creators, the advertising campaign will help people understand the creative value of the game and will instill a "new creative culture" in children. She positions Lego as more than just a toy brand. According to the creators, if ordinary Lego figures were used in advertising, then the main message would not be so clear. The combination of the real world with the world of fantasy allows us to show that the main thing in the video is creativity, not toys.
The campaign is carried out under the slogan "Rebuild the World" ("Rebuild the World"). According to Lego, "This optimistic and creative message should inspire and develop the builders of tomorrow." The company hopes that the unusual video will evoke deep emotions in viewers of different ages.
This is the first project created by Lego in collaboration with creative agency BETC. The campaign will run on TV and cinemas, as well as on social media. It is also planned to be displayed on digital billboards in major cities such as London, Paris, Beijing, Mexico City, Berlin, San Francisco and New York.