My final project was inspired by Lego, and how it can capture the imagination of a child. How they can construct and create new things with it. My idea started with this photograph that I took in February 2012, I was trying to re-create a film scene from Harry Potter and the Chamber of Secrets, this was to show the skill that goes into creating and constructing the sets for films and it was also something I was interested in.
My project has moved on from that photograph as you can see in the many other posts about it on my blog. See here and here. But I am still fascinated by the imagination of children, keeping that in my final project, how we carry it with us as adults even if we try to hide it.
I found these adverts created by the Lego company and felt that they are saying the same thing I am, that Lego is a tool for people to use to inspire them and bring out their imagination.
The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind’s eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”
Advertising Agency: Pereira & O’Dell, Brazil
Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
Description of the adverts from the website.