Creative Lego campaign rewards imagination (Ad of the Week #19)


There are two types of people in the world. One type gets a Lego set and follows every single instruction in the booklet so that they can build exactly what that set was made to build. The other type throws the instructions away, and builds whatever they want. I always wanted to be the second type of person, and maybe that is why this brilliant campaign speaks so much to me.

Playing off of the second type of people described above, Lego Germany teamed up with German advertising agency Jung von Matt and came up with their “Imagine” campaign – a series of print ads that featured some Lego constructions, the Lego logo (say that five times fast) and the word “Imagine.” That’s it. No other text, nothing to help people out, just a baffling nondescript image on a page.

When I first saw these, I knew I was supposed to understand what I was looking at, but I had no idea what was going on. It took me a full five minutes before I understood it. Take a look at the few examples of this campaign below. I’ve put the ‘answers’ to the ads after the images, but do yourself a favor: don’t cheat. It is so worth it when you figure it out on your own.

#1:

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#2:

#3:

#4:

#5:

#6:

I hope you aren’t cheating…

Here are the answers:

1. The Simpsons

2. Donald Duck and Huey, Dewey and Louie

3. Burt and Ernie

4. Teenaged Mutant Ninja Turtles

5. South Park

6. The Smurfs

What I love about the campaign is the huge sense of reward and accomplishment you feel after you figure it out – and how hard it is to figure out what is going on. That is the thing with Legos – you start off with some tiny bricks but if you use your imagination well enough, you can create something really, really cool. All you have to do is “imagine” it. And this campaign delivers that message brilliantly.

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