Tag Archives: Lego

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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Spotlight: Michał Kulesza

Graphic designer Michał Kulesza has a range of different work in his portfolio, but the Lego projects he has created certainly stand out. In 2015 Kulesza created a ‘Lego photo project’ by capturing every day objects featuring parts made with Lego, in part 1 ‘Daily Lego Project’. The project started in 2015 and lasted 135 days, capturing a new scenario every day.

I created different grotesque or even absurd daily situations. I took photos in minimal composition and every time I showed new ideas. In my work I just wanted to make people smile.

You can view all the images here, but here are a few of my favourites:


Part 2 of the project, named ‘Legoman Daily’ features a narrative where Kulesza falls into a box of Lego whilst photographing Part 1 of the project, and subsequently turns into a Legoman himself!

The surprising effect of this crash was that my hands and head were transformed into parts of lego man figure. In this way I created an everyday photo journal after weird accident. How I have to struggle with life challenges and how looks my sad reality. Project was realised as previous, everyday I took just one photo for 106 days.
I love these projects! Both the concept, the narrative and the output are fantastic, and it certainly made me smile.
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LEGO: Everything is NOT awesome

Children’s imaginations are an unspoilt wilderness. Help us stop Shell polluting them by telling LEGO to stop selling Shell-branded bricks and kits today.
Greenpeace is calling on LEGO to end its partnership with Shell to Save the Arctic.

Where was this video when I was doing my WPP climate change brief?! Really love the take on (Arctic) pollution, especially as I found general global warming/climate change/environment ads and campaigns incredibly dull, and very ‘samey’. The who kids/toys vibe is so eerie…

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Lego Celebrates 80th Birthday with Animated Short Film


17-minute story traces company’s history By David Kiefaber.


Lego turns 80 this year. To celebrate, the company released this really neat cartoon short about its humble origins (key words are “fire” and “low sales”) and how it revolutionized the toy industry by offering kids a “system of play” instead of readymade toys with few, if any, customization options. It’s weird to hear Lego talk about this now, when half of its output consists of assembly kits for branded properties (Batman, Harry Potter, Star Wars, etc.) with tons of specialized parts. It’s also weird that, according to the film, company founder Ole Christiansen didn’t start visibly aging until his 60th birthday. But that stuff can’t diminish how charmed I was by the animation and voice acting and the “fail, try harder, succeed” message communicated here. They should make another short film in five or 10 years about the sadistic person who made Lego bricks razor sharp, because he obviously never stepped on one.

Amazing! Lego and Legoland was a massive part of my childhood. When I have children, I cannot wait to take them to Legoland – it was always such a magical and fun experience for me. I wasn’t aware of the Lego story, but watching this is very inspiring.

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