Lego: Green Brick

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.”

Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes

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14 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I absolutely love the idea but in terms of the little story, it could have been written heaps better.

bate_palmas's picture
bate_palmas
1479 pencils

Absolutely agree - and with a better tie-in to product

Nike Diesel's picture
Nike Diesel
13339 pencils

What Jaap wrote. Nice concept and absolutely lovely art direction. Plus I really love that there's no logo.

danielchapman's picture
danielchapman
292 pencils

Yeah that little green dinosaur is really cute, captures your imagination, too bad he was caught in a really weird nightmare.

Excellent concept though.

Hadrons's picture
Hadrons
5743 pencils

love the logo in the Lego cube. :-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

somecopywriter's picture
somecopywriter
1099 pencils

Even though I love the minimalist layout, I have to ask: 'Would kids really read all this?'

Hadrons's picture
Hadrons
5743 pencils

Target audience: parents. usu. adults.
message: you can utilize your kid's imagination instead of falling into existing patterns.

you can read more views here:
http://adsoftheworld.com/media/print/lego_red_brick under username: IsraelMallett or me, for eg.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture
bate_palmas
1479 pencils

I say - you and this IsraelMallett wouldn't by any chance be the same person?

Hadrons's picture
Hadrons
5743 pencils

well, I am from Israel & his name is Israel. This is where the similarity ends.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture
bate_palmas
1479 pencils

LOL only kidding

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

Big concept. I love

ishiboy's picture
ishiboy
497 pencils

I really like the concept, but I agree with Jaap. It could've been written a lot lot better.

Roger Keynes's picture
Roger Keynes
5498 pencils

Use the lego block within the copy to suggest an element of the story. Just do SOMETHING.

Will Think for Salary

marano's picture
marano
348 pencils

Cool concept. Very eye catching and memorable.

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