lego boards
Post on 03-Mar-2016
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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.’
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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.
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YCN: Lego Brief Concept BoardsDavid Gaskell
VW Adverts
3 adverts shown here. All giving the viewer a chance to interpret the content.
Adshel
The format I will be using for the advert. One advert will be designed for the campaign. That is all.
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