Campaign Design
Objective: Design campaign ads from a selected LEGO set.
Class project
LEGO Creator 3-in-1 Retro Telephone Set
I selected this set mainly for its nostalgia, but also loved how the creator can build 3 different phone models reflecting generations (1960s, 1980s, 2000s) with the same amount of pieces each time.
Research, Moodboard, & Concepts
LEGO’s demographic is broad with an average range between 8 to 35 years old. More recently, LEGO has expanded to more specialized sets targeted for older audiences to appeal to collectors, and evoke a sense of relaxation, creativity, or sense of nostalgia from their childhood. Therefore, for this campaign the target audience is for adults. We had to come up with 3 different concepts to then select 1.
Concept 3
Highlights LEGO’s values of play and hands-on creativity. Each variation displays a different phone model showing an individual interacting with the product.
Tagline: Hands ON Play with ON stylized as a nod to today’s digital world of toggle switches seen on Smartphones today. The ads might incorporate bright or bold colours and/or patterns offering a retro and modern feel together.
A Merge of Concept 1 + 2
After feedback, I explored other sketches within different ad sizes for more variety to display the phone model to include other technology (still including a TV version) that was pertinent to corresponding era.
Illustrated components and product of each phone model was brought into the illustration outputs:
3 variations of 1 concept
2 web banners
2 print ads
1 bus ad
1 Facebook banner & profile picture
Concept 1
Concept 2
Each phone model displayed on a TV. Each TV changes in the look to reference the generations (1960s, 1980s, 2000s) that each phone reflects.
Tagline: Rewind Rebuild Rediscover, Rewind: highlights the rewind symbol (2 side triangles) from VCR tapes and idea of traveling back in time. Rebuild: represents the versatility of building Lego pieces. Rediscover: reconnecting with memories from the past.
Each phone model within a setting that would reflect its time era. For instance, a calendar and an item that was significant during that decade are shown beside the LEGO phone. Each ad could incorporate a colour aesthetic found during that time.
Tagline: Nostalgia is calling, emphasizing the emotional connection and memories to a past time.
