LEGO®, Imagine

BLOG 3

Who has never played to LEGO®? If you can answer “me”, you are missing something awesome. (And don’t tell me that you have played to Playmobil, there is no comparison.) Indeed, LEGO® is a company for all generation, you, me, your father, your little sister etc. It is because creation and imagination are involved and because everyone can build something.

In 2012, with its campaign “Imagine”, LEGO® has used a lot this “multi-generation” aspect. The aim of this campaign was to represent some characters of our childhood (from cartoon, comic book etc.) with basics LEGO® bricks. I agree the target of this campaign is not children between 5 and 10 and rather everybody older than 15. But I don’t think that the aim of the campaign was to promote itself to young children. LEGO® wanted to make parents or young adult their childhood firstly thanks to the cartoons and then thank to LEGO® itself.  LEGO® has mixed cleverness, creation and nostalgia to make parents buy some LEGO® for their children … or for themselves. So yes, children are not really the target audience of these 8 adverts, but it is parents who have money right?

In my point of view, I really like the minimalism of the campaign. The consumers can look at what is really important: the characters. There is no embellishment; the ad is simple, clear, creative and smart. Moreover, the fact that the characters are easily recognizable it draws attention to the advert. Even if, maybe, you have to look at it twice, when you recognize the character, it makes you smile.

As for me, I recognized them all, except the last one (probably because I never had the chance to watch Sesame Street on TV).

I don’t want to ramble, but I really smart ad like this campaign. The “Imagine” campaign, made by the German agency Jung Von Matt had lot of success with 3 awards (Cannes Lions, Eurobest Awards and London International Awards). Well done LEGO®!

Have you recognized them all?
Answers here

Credits

Announcer:  LEGO®

Product: toy 

Agency: Jung Von Matt

Country : Germany

2012

All these images belong to LEGO®