100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 83

Here’s today’s Leo:

I regard a great ad as the most beautiful thing in the world.” — Leo Burnett

Beautiful because it sells. Beautiful because a whole story is told in a few moments. Beautiful because each of those moments are slaved over by a team of professionals. Beautiful like these amazing Lego ads from this year’s :

There’s a great wrap-up on this campaign here in AdWeek: Link.

Here’s a bit of background on this amazing campaign:

“Lego’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future. The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life,” Ogilvy Thailand vice chairman Nopadol Srikieatikajohn tells AdFreak.

“To communicate the brand belief, we created this ad series to visualize the idea to consumers. We utilize the visual of a kid building with Lego bricks in the shape of his or her dream career. The Lego bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future.”

Lego is one of the world’s great companies. Still privately owned, it is now the world’s largest toymaker, with a remarkably consistent branding approach over many decades:

I was a Lego addict as a kid, and I still am today. My room looks like the room of a 12-year old, with Lego models spilling off shelves, mostly unopened. When I was young I used Lego to build spaceships and vehicles that I couldn’t purchase in the store, but unlike many I don’t long for the days of 3 brick choices.

The kits of today … especially if you go off script … offer unimaginable possibilities. I don’t have the time to do as much “Lego-ing” as I’d like, but the kits on my shelves keep me going by offering me a tantalizing peek into a time in the future when I’ll have the time to build them.

#madmen #advertising @LeoBurnett #LeoBurnett #Lego @Lego

Continue to Day 84