The arrangement of objects found in these Lego Words Puzzle ads is purposely referencing the children's favorite literacy game; however, the concept has been spun to encourage a more complex means of uncovering answers. Instead of presenting a matrix of letters, the alphabetical grid has been replaced with a reticulation of toy bricks.
The TBWA advertising agency of Costa Rica has provided a single word at the bottom of each print, challenging the player to seek out a tractor, a crocodile and a spaceship. Since these items cannot be spelled due to the absence of latin characters, one must build such an object from the lines of LEGO pieces provided. While the Lego Words Puzzle ads do drastically alter the image of the familiar word search setup, the hand-circled sequences help the observer to make the connection and comprehend the campaign's strategy.
Stats for Plaything Word Search Prints
Trending: Older & Mild
Research: 2,676 clicks in 247 w
Interest: 1.5 minutes
Concept: Lego Words Puzzle Ads
Related: 35 examples / 27 photos
Segment: Males, 12-55
Comparison Set: 13 similar articles, including: brain teaser candy ads, 30 clever wrapping paper designs, and new york times crossword puzzle baseball.
Plaything Word Search Prints
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