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The Shape of Imagination
Agency Ogilvy & Mather / Singapore + Magic Angle Sculpture LLC / USA + Freeflow Productions / Singapore
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Category
Consumer - Experiential Advertising / Installations
Annual ID
CP16043M
About the Work
One of LEGO’s key brand communication pillar is that LEGO is the building blocks of imagination. The brief, coincidentally, is to build the LEGO brand. At the same time, the LEGO flagship store was opening and needed to attract customers into their store. We demonstrate the power of imagination with a LEGO creation that shows you a different image depending on how you look at it. Using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base. However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather / Singapore
Design Firm
Magic Angle Sculpture LLC / USA
Production Company
Freeflow Productions / Singapore
Art Director
David Stevanov
Chief Creative Officer
Eugene Cheong
Designer
John Muntean
Director
Roslee Yusof
Writer
Adrian Yeap
Kevin Joseph
Agency Producer
Alvin Chin
Kit Yee Chow
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