The LEGO 2014 ad campaign focuses on imagination in a wholly surreal way. The tiny building blocks are envisioned as scenes from 'Star Wars' and 'Jurassic Park' as well as more general scenarios involving a haunted house and an arctic playground complete with penguins. Clearly targeting a younger audience, the images will inspire kids to indulge their creativity in a constructive way.
Conceived and executed by Grey, Paris, France, the LEGO 2014 ad campaign was art directed by Quentin Deronzier with creative direction by Thierry Astier. Very minimalist aside from the elaborate albeit miniature scenes erupting from within each colorful building block, the bright and playful images were created by 3D studio Serial Cut / Pell-Mell.
Overall, the LEGO 2014 ad campaign invites children to imagine all the adventures they can have with this iconic toy.
Surreal Building Blocks Ads
The LEGO 2014 Campaign Feeds Off of Kids' Imaginations
Trend Themes
1. Surreal Advertising Campaigns - Companies can create ad campaigns that appeal to a younger audience by using surreal and imaginative visuals such as scenes from popular movies.
2. Minimalistic Art Direction - More companies can use a minimalist approach in their advertising campaigns to draw attention to the elaborate products they are selling.
3. Constructive Creativity - Consumers can be encouraged to use their creativity in constructive ways, such as building with LEGOs, to promote positive growth and education.
Industry Implications
1. Toy Manufacturing - Toy companies can use imaginative and surreal advertising campaigns to promote their products to a younger audience.
2. Advertising and Marketing - Advertising agencies can utilize a minimalist approach to create striking and memorable campaigns for their clients.
3. Education and Child Development - Educational institutions can promote constructive creativity in children as a way to encourage positive growth and development.