BEETLE/DEEP OCEAN EXPLORER/SPACESHIP by Leo Burnett Moscow for LEGO

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BEETLE/DEEP OCEAN EXPLORER/SPACESHIP

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Industry Toys
Media Design & Branding
Market Russia
Agency Leo Burnett Moscow
Executive Creative Director Kudashkin Mikhail
Art Director Arina Avdeeva
Copywriter Rodrigo Linhares Da Silva
Released April 2011

Credits & Description

Category: Posters
Advertiser: LEGO
Product/Service: LEGO
Agency: LEO BURNETT MOSCOW
Date of First Appearance: Apr 1 2011
Entrant Company: LEO BURNETT MOSCOW, RUSSIA
Executive Creative Director: Mikhail Kudashkin (Leo Burnett Moscow)
Art Director: Arina Avdeeva (Leo Burnett Moscow)
Copywriter: Rodrigo Linhares (Leo Burnett Moscow)
Illustration: Ninjafilms Studio (Ninjafilms Studio)
Media placement: Poster - POS - 01.04.2011
Media placement: Print Ad - Viva - 30.04.2011

Describe the brief from the client
Lego's briefed the Agency to come up with an idea of an image campaign to communicate that nothing should limit child's imagination - not even the picture on the box - in a simple way that would work both for kids and their parents.

Describe the challenges and key objectives
Lego's history on Russian market is not so long as on some other, say European, markets that's why the brand is often perceived merely as a toy producer rather than creator of some tools to foster child's imagination work beyond ordinary.

Describe how you arrived at the final design
Mere pictures of what you can come up with seemed good enough for both kids and adults to grasp the idea.

Give some indication of how successful the outcome was in the market
Apart from brand image refinement there was lots of earned media and free PR due to this print campaign.