BUILDING BLOCKS by Ireland/Davenport for LEGO

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BUILDING BLOCKS

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Industry Toys
Media Design & Branding
Market South Africa
Agency Ireland/Davenport
Executive Creative Director John Davenport, Philip Ireland
Art Director Natalie Urban
Copywriter James Winder
Released April 2011

Credits & Description

Category: Posters
Advertiser: TOYS R US / LEGO
Product/Service: LEGO
Agency: IRELAND DAVENPORT
Date of First Appearance: Apr 15 2011
Entrant Company: IRELAND DAVENPORT, Johannesburg, SOUTH AFRICA
Executive Creative Director: John Davenport (Ireland/Davenport)
Executive Creative Director: Philip Ireland (Ireland/Davenport)
Art Director: Natalie Urban (Ireland/Davenport)
Copywriter: James Winder (Ireland/Davenport)
Design Assistant: Rea Willemse (Ireland/ Davenport)
Design Assistant: Stephanie Roos (Ireland/Davenport)
Media placement: Poster - In-Store - 15 April 2011

Describe the brief from the client
Client required us to develop a concept to highlight their wide range of Lego products available in several of their flagship stores.

Describe the challenges and key objectives
The key challenge was to develop a design that would stand out in the retail environment and engage consumers in a surprising manner. We also wanted to develop a design that would highlight Lego's status as one of the world's leading educational toys. Particular challenges included making effective use of limited space and developing a simple poster concept that could deliver an effective message.

Describe how you arrived at the final design
The Lego system provides unlimited scope for creativity. In the same way that DNA can become anything, quite literally, each Lego block has the potential to be part of anything that you can imagine. In this way, Lego is the DNA of the creative project.

From this insight, we set about creating a visually captivating piece using the iconic 'Double Helix' shape and the brightly-coloured Lego blocks.

Give some indication of how successful the outcome was in the market
The posters were extremely well received by the market. The bold, unequivocal statement they made inspired creativity in a wide range of consumers while providing an interesting visual concept that clearly engaged and entertained consumers.