| D&AD Awards, 2016 | ||
|---|---|---|
| Branding | Brand Experience & Environments | Yellow Pencil |
| One Show, 2016 | ||
| Cross-Platform | Consumer - Experiential Advertising / Installations | Merit |
| Responsive Environments | Consumer - Architecture / Architecture | Merit |
| Lisbon International Advertising Festival 2016 | ||
| Design | Environmental | Silver |
| Spikes ASIA 2016 | ||
| Design | Brand Environments & Experience Design: Point of Sales & Consumer Touchpoints | Silver Spike |
| Direct | Use of Direct: Use of Ambient Media: Large Scale | Bronze Spike |
| Direct | Craft: Art Direction / Design | Bronze Spike |
Client: Lego
Product: Toys
Entrant: Ogilvy & Mather Singapore, Singapore
Idea: Ogilvy & Mather Singapore, Singapore
Media: Ogilvy & Mather Singapore, Singapore
Pr: Ogilvy & Mather Singapore, Singapore
Production: Ogilvy & Mather Singapore, Singapore
Editor: Jul
Chief Creative Officer: Eugene Cheong (Ogilvy & Mather Singapore)
Agency Producer: Alvin Chin (Ogilvy & Mather Singapore)
Creative Director: Troy Lim (Ogilvy & Mather Singapore)
Creative Director / Head of Art: Jon Loke (Ogilvy & Mather Singapore)
Associate Creative Director: Adrian Yeap (Ogilvy & Mather Singapore)
Senior Art Director: David Stevanov (Ogilvy & Mather Singapore)
Copywriter: Kevin Joseph (Ogilvy & Mather Singapore)
Agency Producer: Chow Kit Yee (Ogilvy & Mather Singapore)
Producer: Cheryl Heng (Ogilvy & Mather Singapore)
Account Director: Emily Poon (Ogilvy & Mather Singapore)
Account Manager: Samantha Kudus (Ogilvy & Mather Singapore)
Artist: John Muntean (Magic Angle Sculpture LLC)
Consultant: Valerie Wang (Ogilvy & Mather Singapore)
Describe the campaign/entry:
We demonstrate the power of imagination with a LEGO creation that
shows you a different image depending on how you look at it. Using
perception-based lighting and 41,883 LEGO bricks, we created a
multi-dimensional installation. It appears to be nothing more than an
abstract LEGO creation, fitted on a rod and mounted on a base. However, when lit at an angle and rotated, the amorphous shadows
evolve into three independent, recognisable forms.
Creative Execution:
By using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base.
However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms. We worked with John Muntean, a Chicago-based scientist-artist who employs the magic angle spinning technique often used in nuclear physics in his art, to design these multi-dimensional installations. Describe the results in as much detail as possible. The LEGO installation exhibited at a newly-opened flagship store, drawing a 53% increase in footfall over three days. As LEGO inspired
customers to tap into their imagination, sales of LEGO Pick-A-Brick and suggested LEGO sets grew by 28%. The installation is placed in the LEGO flagship store to target in-storecustomers who can interact with it. A three-sided triangular QR code
accompanies the rotating installation, directing customers to suggested LEGO sets available in-store that allow kids to build the respective shapes. For example, at the angle that the user sees a dragon shadow,
scanning the QR code will direct the user to a variety of LEGO sets from which dragons can be built. The installation is placed in the LEGO flagship store to target in-store customers who can interact with it. A three-sided triangular QR code accompanies the rotating installation, directing customers to suggested LEGO sets available in-store that allow kids to build the respective shapes. For example, at the angle that the user sees a dragon shadow, scanning the QR code will direct the user to a variety of LEGO sets from which dragons can be built.