Tag Archives: digital arts

Lego: Build the Future

Ad agency Ogilvy & Mather (Bangkok) have created wonderful print ads for Lego’s new campaign ‘Build the Future’. No surprise here that they won a Silver Cannes Lions in ‘Print & Publishing’ and ‘Outdoor’ for the campaign. The art direction is absolutely spot on.


The three careers were chosen as most desirable to children, then CGI studio Illusion (Bangkok) created the pieces using 3D illustration. Locations were strategically selected by Ogilvy for the campaign – the astronaut ad was placed at the planetarium or science museum, the rockstar ad was placed at music schools and the firefighter ad was placed in outdoor playgrounds.

Vice Chairman Nopadol Srikieatikajohn (Ogilvy Thailand) told AdFreak:

Lego’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future. The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life.

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Opinion: Tutors have failed design graduates

By Simon Wright, Greenwich Design on July 18, 2013

(from Digital Arts)

“Simon Wright, MD of Greenwich Design has been unimpressed with the new graduate designers that he’s been interviewing for jobs – and says the tutors are to blame.

We’re all so busy, few of us give much thought to how important we are to ‘Brand UK’.  The government says that innovation is one of the major factors that will help the economy grow – after all, it was the Brits who unravelled the genome, helped design the iPod and invented the World Wide Web.  It has been fantastic to see how the passion of design industry bodies has turned around the government decision to remove design and other creative subjects from the compulsory school curriculum, with the#IncludeDesign campaign, however, there is still a lot to be done in the Higher Education sector if we want to ensure we have a decent calibre of innovators to lead the next generation of the UK Design Industry.

Indeed, if my recent visits to several colleges are anything to go by; we are not currently doing our best to nurture talent to produce employable grads.  Open evenings felt more like county shows rather than showcases for the future of design.  The majority of ideas on display were replays of existing ideas, such as iPod stands.  There wasn’t a single student that offered up something that made us stop and think. 

It’s not the fault of students.  As you would expect, the ones we spoke to were passionate and enthusiastic about their subject.  The problem, made clear by a dearth of tutors in attendance, is a total lack of direction. Many tutors, perhaps because of the overwhelming admin they have to do, seem to have become indifferent to their protégés.

Talking to students it seems they are left pretty much to get on with it themselves.  They receive very little mentoring and, worryingly, it seems that when they ask for advice, some tutors say they are not allowed to give it!  And, with tutors apparently drifting in at 10 in the morning and disappearing at 5, what does this say to students about work ethics?

Better teachers, better practice

Good tutors are essential to the future of design.  It’s not enough for students to learn the tools of the trade.  They need to learn who they are, what they love and what they want to be.  These are all things which are difficult to discover without guidance and nurturing.  Tutors need to engender innovation and encourage off-the-wall thinking – if you can’t do it when you’re a student, when can you?

However, colleges also need to provide students with real life situations with genuine links with businesses investing in the future of British design.  Some colleges are doing this, but far too many are simply paying lip service.  A grounding in the real world is paramount for providing students with commercial understanding as just being a good designer is not enough these days.  Left to their own devices, all students would want to do is draw, but if they want the best chance of a career in design, they need to learn how to pitch ideas, price projects and prepare business plans.

Degree courses also need to be more focussed.  They often appear muddled and unstructured, not giving students a clear understanding at the outset of what they will achieve.  In addition, modules are often done in isolation with scant teaching on how skills and disciplines integrate which limits student thinking and potential.

Competition for jobs is huge but, if the interviews Greenwich Design has been conducting over the past months are anything to go by, many fresh designers are simply not savvy enough for agencies to risk investing money in.

The design industry itself needs to take more interest in colleges and be given the opportunity to advise them on what tomorrow’s designers need, while colleges need to empower and inspire their tutors to do the same for their students.  Otherwise, I fear many students will be wasting their student loans, while Brand UK will be wasting an opportunity for sustained competitive advantage.”


Unfortunately, I must say, I couldn’t agree more. Whilst most of the comments on this article disagree with what has written, I have related to absolutely everything mentioned. My university experience has, unfortunately, just been a ‘lip service’, with minimal industry talk and, for some, completely pointless critiques. However, there have been positives of my 3 year degree, but if I COULD turn back the clock, I would have either applied for another course somewhere else, or gone solo.

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