For every imagination

LEGO’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and unleash their potential to shape their own future by benefitting from limitless imagination. The ads aim to communicate to the key audience, children and parents, that when it comes to imagination, every size and every difference matters, and it is never too small, too large or too different to be built. With LEGO everyone can experience the joy of creation as they let the imagination run wild.

The ad series was created to celebrate a child’s limitless imagination by utilizing the visuals of 3 favourite objects of imagination; a dragon, a spaceship and the Empire State building, each of which comes in two with dramatically different scales, patterns and details. Only some parts of them were built up to gigantic size from thousand pieces of Lego. They were also shown together with the same objects in much smaller scale that were completed with only a few pieces of Lego to show a complete contrast of sizes and imagination. A tiny dragon that is smaller even than the nail of the giant dragon. A small spaceship that cannot even be compared with a single part of the gigantic spaceship. A tiny building’s total size that is as tall as only five floors of the massive building.