LEGO: Firefighter

Credits & Description:

Title: Build The Future 2
Agency: Ogilvy
Brand: Dksh (Thailand) Ltd.
Product: Lego
Country: Thailand
Entrant Company: Ogilvy, Bangkok
Advertising Agency: Ogilvy, Bangkok
Production Company: Illusion, Bangkok
Vice Chairman: Nopadol Srikieatikajohn (Ogilvy Group Thailand)
Group Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy Group Thailand)
Creative Director: Gumpon Laksanajinda (Ogilvy Group Thailand)
Copywriter: Kris Garford Spindler (Ogilvy Group Thailand)
Agency Producer: Paiboon Suwansangroj (Ogilvy Group Thailand)
Chief Creative Officer - Asia Pacific: Eugene Cheong (Ogilvy Group Thailand)
Agency Producer: Kannika Mongkolrattanachart (Ogilvy Group Thailand)
Communications Director: Varunorn Suphannanont (Ogilvy Group Thailand)
Senior Communications Executive: Wasin Siriamornsook (Ogilvy Group Thailand)
Illustrator: Illusion, Bangkok (Illusion Co., Ltd.)
Associate Creative Director: Denchai Kheereerak (Ogilvy Group Thailand)
Senior Art Director: Asawin Tejasakulsin (Ogilvy Group Thailand)
Copywriter: Supalerk Silarangsri (Ogilvy Group Thailand)
Campaign Description:
To communicate the brand belief, we created this ad series to visualize the idea to consumers. We utilize the visual of a kid building with LEGO bricks in the shape of his/her dream career. The LEGO bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future.
Outcome:
After the campaign launched on different communication mediums, campaign awareness rose rapidly among the target consumers. Brand positioning was strongly emphasized and recalled; consumers remember the LEGO brand as more than just a toy. It became a way for parents to help build a better future for their kids.
Strategy:
The key audience is children and parents. The series was created to attract both groups by utilizing fun and eye-catching visuals to engage children while communicating how the product can improve the child’s future to attract parents (who always want the best for their kids). The ad series is communicated through posters and outdoor medium and placed at strategic locations where kids are most inspired about that career for their future, ie. astronaut ad is placed at the planetarium, rock star ad is placed at music schools, fire fighter ad is placed at outdoor playgrounds.
Synopsis:
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, so that they have a better chance of growing-up to be what they dreamt of.
Execution:
This campaign communicates the idea through kids’ dream careers in different fields, from science, arts to social service. Therefore, we chose 3 careers to represent each field- astronaut ad for science, rockstar ad for the arts and firefighter ad for social service. All chosen careers are inspired by the product- LEGO career sets.