ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Direct / Digital - Campaign
Annual ID
ADC_ADV18081M
About the Work
CHALLENGE: LEGO is constantly competing with the latest Christmas fads to make it on to children's wishlists. SOLUTION: Our strategy was clear: we needed to remind gift-givers that with the power of imagination, LEGO has endless possibilities and can be any toy a child wishes for. To make their lists, we made their lists from a handful of LEGO. We monitored search data, retailers purchase data and retailer predictions to identify the top toys of the season. Then, created LEGO versions of the top toys. We partnered with Target, creating an online destination featuring the products we were promoting, as well as opening up valuable digital shelf space on eBay via Targets eBay shop. We developed listings on Target and eBay showing the seasons most popular toys made from LEGO. Stop-motion animations of the toys built from LEGO followed gift-givers around the internet and social platforms.
2018 Awards
Total Points: 2
Merit Honor
Credits
Agency
CHE Proximity / Australia
Production Company
Yell Design / Melbourne
Art Director
Daniel Davison
Chief Creative Officer
Ant White
Creative Director
Brian Jefferson
Producer
Lisa Ristuccia
Writer
Ashley Wilding
Cameron Brown
Agency Producer
Julie Duff
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