Lego: Builders of tomorrow

Based on the original photograph titled 'Lunch Atop a Skyscraper' by Charles Ebbets, 1932

Advertising Agency: Jung von Matt, Hamburg, Germany
Creative Director: Arno Lindemann, Bernhard Lukas
Copywriter: Daniel Schaefer
Art Director: Szymon Rose
Photographer: Achim Lippoth
Account Supervisor: Katharina Schablitzki
Advertiser's Supervisor: Katharina Sutch
Art Buyer: Martina Traut

November, 2006


mezog's picture
48 pencils

I like it, nice twist.

Mo's picture
648 pencils

I like it..funny. thing..Expected a better execution ( looked a little bit photoshpd ......:-| ) from JVM.
Idea is nice....can travel in diif medias easily. :-).

popdistortion's picture
1592 pencils

Great stuff. Bet we'll see this in the awards because somehow it has this typical award feel to it.

ChuckNorris's picture
834 pencils


But I think they should have made it look more like the original. A little more "old" looking if you know what I mean.

Rusio's picture
326 pencils

Nice photo. Agree, something`s missing in the photo. I think it needs some more contraste. Ita way to plain the picture.

more onion's picture
more onion
22 pencils

I'd say that what's missing are girls...
what kind of people would nowadays still say that lego is for boys?

don't like the stereotype - and by the way - my sister is a mechanic ;-)

anyway, great idea!

the.adnerd's picture
160 pencils

we should expect to see this in cannes. maybe gold?

FAHAD's picture
85 pencils

Great piece of work.

drunk dave's picture
drunk dave
1066 pencils

Have to disagree, I hate it. Sorry. Bugsy Malone all over again. And it really doesn't sell the product or its potential to entertain. Kids can be construction workers? Yes, so what?

Capitalist's picture
132 pencils

I must kind'a feels odd, i'm probably missing the big idea...
somebody help...please.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

I either totally do not get it or got it but it didn't convince me enough.
I'm spending too much time on it trying to like it, which means it's just not doing it for me.
Feels a bit disjointed.
Strongly disagree it'll make it in the awards books.

Darrin Stephens's picture
Darrin Stephens
242 pencils

I kinda feel sorry for those of you who don't get this ad. (a first for me). If you don't like it that's one thing, but if you don't get the relevance to the product which is hitting you over the head like a jackhammer (pun intended), then I'm at a loss for words. Oh each his own.

thecopyshop's picture
26 pencils

Does this go along with the Ad

Based on the original photograph titled 'Lunch Atop a Skyscraper' by Charles Ebbets, 1932

Otherwise ???

ChuckNorris's picture
834 pencils

The original photo is quite popular if you ask me.

PeteHH's picture
202 pencils

Lewis and quite a few other used this image for their ads. Can't see it anymore. A nice thought anyway, but definitely not a Cannes-winner.

salamandos's picture
1947 pencils

tries to compete with the known great lego ads and - fails.

writergeekdez's picture
255 pencils

what the hell does this photo have to do with the product? thumbs down.

Skor's picture
208 pencils

I dunno about this one..

I feel like this is a going back in time for Lego..

People all around the world know lego and know what lego can do..

So saying that with lego, kids become constructors is very basic...

Desi's picture
1052 pencils

It is funny,lego wins a grand prix in cannes and suddenly the agencies who are not even lego agencies come up with jury driven advertising.

The official agency of lego/ mattel is Ogilvy. Why si Jung working on it?

This has got no product benefit, will not interest moms and kids. You can't run this in Asia as this tells me child labour :)

afakelove's picture
12 pencils

Simple, neat, funny. Here's there's poetry. Love it.

rajeev.lalith's picture
6 pencils

ohooo fantastic........................................


niranjanhg's picture
211 pencils
witness505's picture
137 pencils

Love it. It don't get much better than this.
Much to my surprise also to see people who doesn't like it. Feels like People saying LBJ can't ball.

sinusmil's picture
6 pencils
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