The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2018 One Show - Print & Outdoor

Firefighter

Agency Ogilvy Group Thailand / Bangkok

Client DKSH (Thailand) Ltd.
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Annual ID

OS_PO18115M

About the Work

LEGO believes that play is a key element in a child’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adulthood. To communicate the brand belief, we created an ad series to visualize the idea to consumers. We utilize the visual of a kid building with LEGO bricks in the shape of his/her dream career. The LEGO bricks that are being built symbolize the kids’ development, which gradually grows bigger and closer to their dream future. The key audience are children and parents. The series was created to attract both groups by utilizing fun and eye-catching visuals to engage children while communicating how the product can improve the child’s future to attract parents. This campaign communicates the idea through kids’ dream careers in different fields, from astronaut, firefighter to rockstar. All chosen careers are inspired by the product- LEGO career sets.