Lego boards

YCN: Lego Brief Concept Boards David Gaskell The Brief Create a campaign that highlights the quality and memories associated with Lego. Aims. Promote the heritage and quality of the Lego brand. Maintain Legos values of inventing the future of play. Remind parents of the fun they had playing with Lego as children. Help parents engage with their children through Lego. Entertain, educate, engage. Keywords Play well / stability / quality / emotion / intelligence / imagination / history / memories / capture / function / heritage / relationships / engaging / Think. Project Deadlines Research = 08/02/2013 Development = 18/02/2013 Production = 04/03/2013 Allowing a week cushion to use in case of illness etc. Audience 5 - 10 year olds parents, average ﬁrst time mother age is 27, father age s 32. Parents between the age of 30 and 40. Objectives LEGO brand must be used. Get people to buy Lego and not their lower quality competitors. Have children choose Lego over digital games. Increase sales. Distinguish the brand from imitators. Deliverables AdShell campaign. 1800mm x 1200mm Message Remember the fun you had playing with Lego as a child. Evoke childhood memories essentially. Tone of Voice Serious, parents tend to be serious about their child’s future. Concept A poster, showing the humble LEGO brick, supported by ‘Thinking big’ to add emotion and create a link in the viewers mind. Tagline ‘Think big.’ 1

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Now being undertaken as an individual brief. After a very bad, non attending start to a collaborative module which pushed me over the edge. I have never felt so disrespected in my life. Hence this becoming an independent brief.

Transcript of Lego boards

YCN: Lego Brief Concept BoardsDavid Gaskell

The Brief

Create a campaign that highlights the quality and memories associated with Lego.

Aims.

Promote the heritage and quality of the Lego brand.Maintain Legos values of inventing the future of play.Remind parents of the fun they had playing with Lego as children.Help parents engage with their children through Lego.Entertain, educate, engage.

Keywords

Play well / stability / quality / emotion / intelligence / imagination / history / memories / capture / function / heritage / relationships / engaging / Think.

Project Deadlines

Research = 08/02/2013Development = 18/02/2013Production = 04/03/2013

Allowing a week cushion to use in case of illness etc.

Audience

5 - 10 year olds parents, average first time mother age is 27, father age s 32. Parents between the age of 30 and 40.

Objectives

LEGO brand must be used.Get people to buy Lego and not their lower quality competitors.Have children choose Lego over digital games.Increase sales.Distinguish the brand from imitators.

Deliverables

AdShell campaign.1800mm x 1200mm

Message

Remember the fun you had playing with Lego as a child. Evoke childhood memories essentially.

Tone of Voice

Serious, parents tend to be serious about their child’s future.

Concept

A poster, showing the humble LEGO brick, supported by ‘Thinking big’ to add emotion and create a link in the viewers mind.

Tagline

‘Think big.’

YCN: Lego Brief Concept BoardsDavid Gaskell

Creativity

Posters that replicate the environment using Lego. This shows how creative the possibilities of Lego are. Again, no copy is used in this advert.Allowing the reputation of the product to do the work.

Invention

This advert shows how Lego has helped generate inventions that change generations. Personally I feel this is a bit of a seedy way to sell Lego, all parents want their children to do well, this advert almost makes parents feel guilty if they don’t use Lego.

Imagination

Poster campaign by Saatchi & Saatchi, these posters communicate the imagi-nation that Lego bricks can unlock with using any copy at all. Lego is a product that is so well known it’s qualities speak for itself. This is a huge benefit when trying to develop a campaign.