LEGO Design & Branding BLUE BRICK by Pereira & O'Dell San Francisco

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Industry Toys
Media Design & Branding
Market United States
Agency Pereira & O'Dell San Francisco
Art Director Paulo Coelho Santos
Copywriter Arício Fortes
Illustrator Eduardo Ferraz Caroline Gomes
Released March 2012

Credits & Description

Category: Posters
Advertiser: M.CASSAB
Product/Service: LEGO
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Creative Director: Aricio Fortes (Pereira O'Dell)
Creative Director: Paulo Coelho (Pereira O'Dell)
Copywriter: Aricio Fortes (Pereira O'Dell)
Art Director: Paulo Coelho (Pereira O'Dell)
Illustrator: Eduardo Gomes
Art Buyer: Iron Tavares (Pereira O'Dell)
Print Producer: Drew Saucedo (Pereira O'Dell)
Account Director: Lo Braz (Pereira O'Dell)
Media placement: Poster - Toy stores - 1 month

Describe the brief from the client
With a limited budget, help LEGO become the top-of-mind toy brand at points of sale during the Christmas season.

Describe the challenges and key objectives
Toy stores are very splashy visual environments, we wanted to make mom's stop and think twice about which toy is better for their kids.

Describe how you arrived at the final design
We decided to forgo LEGO's visual historical communication for a minimalistic approach that’s long on copy.
Because every playing story starts with a single LEGO brick, each print ad is set with a single, gleaming LEGO block in the upper left-hand corner, like a capital letter, starting each one of the stories.
Reading each of these texts, in the breathless narrative voice of an overstimulated child, the ad comes to life in a way that is unique only to the reader. Instead of claiming that LEGO stimulates imagination, we decided to make it happen on the viewer’s mind.

Give some indication of how successful the outcome was in the market
LEGO sales increased on the selected stores compared to last year's. Prestigious publications had written about its creative merits. Advertising Age and Forbes Magazine had chosen the campaign as Pick of The Day. According to Forbes Magazine: "Here is a wonderful example of a company who behaves according to their brand idea. LEGO could have run ads that claim to stimulate a child’s creativity and they may have been decent ads, believable, but hardly as motivating as actually being the brand in their communications. Well done".