LEGO’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential, empowering them to shape their future. The brand believes in pioneering new ways of play beyond the products so that children can explore the endless possibilities of their limitless imagination. To communicate LEGO’s 2018 global master brand, “Building Bigger Thinking”, we created this ad to illustrate the points of view of children with limitless imagination, those who can see beyond the everyday and transform their environment into spectacular fun. We utilize the visual of mundane objects in their household where LEGO plays a key role as a tool that can expand their imagination. LEGO encourages them to develop new ways of thinking about themselves and the world, and help them transform the ordinary into the extraordinary.
A child’s imagination while playing with LEGO isn’t limited to the LEGO world but flows into their daily life as well. In order to visualize this concept in an impactful manner, in addition to the outpouring of the child’s imagination into the real world and interacting with the common, everyday objects, we ensured that the LEGO block colors blended with the lighting to create a strong impression. We wanted the consumer’s imagination to be carried away, and create new emotions even in a normal household atmosphere. When a child plays with LEGO, they transform their environment with endless imagination.