Lego: Periodic table

Lego. Make anything.

Agency: FCB Johannesburg, South Africa
Creative Director: Gerhard Myburgh, Cathrine thompson, Brett Morris
Art director: Lance Vining
Copywriter: Mimim Cooper, James Dodd
Illustrator, Photographer or other additional credits: David Prior

Lego. Make anything.

Agency: FCB Johannesburg, South Africa
Creative Director: Gerhard Myburgh, Cathrine thompson, Brett Morris
Art director: Lance Vining
Copywriter: Mimim Cooper, James Dodd
Illustrator, Photographer or other additional credits: David Prior

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28 comments

Bezarama's picture
Bezarama
10 pencils

I think the idea behind it is good, but I don't believe they pulled if off execution wise. I had no idea it was a periodic table until I read up the top.

Arcasm's picture
Arcasm
8 pencils

i could tell it was a periodic table. i think the average person should be able to tell as well. i think it's good. the text is a little small though...

Desi's picture
Desi
1052 pencils

Not uoto lego standard.

ivan's picture
ivan

I'm science minded, but I got it right away and I thought it is hilarious.

Ivan Raszl, admin of AotW

slim's picture
slim
1047 pencils

Why'd they move away from the whole 'Imagine...' thing?
So much more interesting a tagline/area to work in than this.
'Make anything' feels like a student concept to me.

Justin's picture
Justin
176 pencils

I agree that the idea is fantastic, however, your ordinary person is not gonna get that it's a periodic table.

Nice one tho guys.

Capitalist's picture
Capitalist
132 pencils

Naaah...doesn't do it for me. "Make anything" - great line, but the idea is more like a 1st thought,
after "Imagine" surely we should be going deeper...but that's my opinion...take it,don't take it.

thecharles's picture
thecharles
104 pencils

This would work in a magazine like Scientific American or something along those lines. I can see some scientist remembering his or her days as a youngster before the PhD, and before the groundbreaking discoveries, remembering that they owe it all to the engaging toys they had in times gone by. Go buy Legos for your child scientist, go buy.

jkschlitz's picture
jkschlitz
48 pencils

I'm an "ordinary" person and I knew exactly what it was.

the_ashlands's picture
the_ashlands
1394 pencils

i saw it as a periodic table easily enough. that said, i think this ad works for people that recognize it as the periodic table straight away, as well as those who dont. If you get it right away it makes perfect sense. if not, you have to sit and look at it for a while in order to figure out what the hell it is....the longer you can get somebody to look at an ad, the better...it involves the comsumer more than an ad you see and recognize immediately only to flip the page and forget all about it...it turns into a puzzle of sorts. very simple idea that is both complex and simple...well done.

addyhoch10's picture
addyhoch10
2592 pencils

naaaaaaaaaaaaaaaaaaaa this ain't a periodic table. this is ARCANOID! but where's the ball? ah, the logo's the ball! veeeeeeery clever

Punker's picture
Punker
84 pencils

naaaaaa, it's Tetris! don't know what a periodic table looks like, I dropped science..

braindrain's picture
braindrain
240 pencils

Reads as a periodic table right away to me. There are a certain number of acceptable casualties with an ad like this. I'd rather see an ad that's over the head of 5% of the population than one that spells out the joke to make sure my grandma gets it.

bknowlden's picture
bknowlden
3647 pencils

I like it, but I want my kid to be a kid first and an adult later on...

Jozef's picture
Jozef
60 pencils

I like it and I think most adults will understand it, but you have to remember the intended audience. An adult would understand, but a child (the intended audience) probably would not. If this were to appear in a children's magazine, they won't notice. Otherwise it will work great.

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the_ashlands's picture
the_ashlands
1394 pencils

pretty sure the target audience is adults for this one...afterall...more often than not they are the ones with the money, not the children.

drizae's picture
drizae
503 pencils

Didn't read the title, didn't know what it was, but played with lego a lot as a kid. This didn't excite me at all.

Fail Harder.

Jonny Lonestar's picture
Jonny Lonestar
284 pencils

I definitely know that it's another LEGO ad.

NO MORE LEGO ADS!!!! No more play-do no more Lego.

"Look what we can do with the easiest brand possible!" My dead Grandmother could concept a Cannes winning Lego ad.

salamandos's picture
salamandos
1947 pencils

easiest brand? sorry, the cannes grand prix and the outdoor from chile were outstanding pieces of work,
please demonstrate how you can show up with a concept that is as fresh as those two - you can also use concepts of your dead grandmother for this.

the_ashlands's picture
the_ashlands
1394 pencils

ha!

braindrain's picture
braindrain
240 pencils

Good ads are good ads, but let's be honest, a brand with built-in fun is a heck of a lot easier to work with. There's a reason you routinetly see brands like Lego, Matchbox, Playstation, Nike, and every state lottery in the books every year. It's the same reason this site has so many ads for condoms & karate.

salamandos's picture
salamandos
1947 pencils

agreed on that, I count socials in this category too

uojeys's picture
uojeys
6 pencils

Hello! i chance upon this site a few days ago and i got hooked, i am very new to this industry cos i just started work and i am in search for ideas for my campaigns.

Anyohow, I knew it was a lego ad but i couldn't tell what it was building. I tot it was a ship at first. After reading through a few of the comments, i realised, the ad is rather meaningful. Nods nods.. *claps*

addyhoch10's picture
addyhoch10
2592 pencils

it's not a ship. it's arcanoid aka breakout.

"negativity is the hope of cancer"

mikelite's picture
mikelite
1031 pencils

...snore...

comingsoon's picture
comingsoon
117 pencils

I like it!

emmadd's picture
emmadd
4 pencils

eish! Lego was a bit simpler and a lot more fun when I was a kid

gonndo's picture
gonndo
1092 pencils

I like the idea, but it can be better with another copy........

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

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