Creative Brief: LEGO Campaign
Brand Statement
Ursula Leguin states, “The creative adult is the child who survived.” LEGO is among the leading top manufacturers of playing material for children. It emphasizes creativity as an opportunity for young ones to exploit their potential through fine arts.
Project Background
LEGO’s history is rooted in innovation and creativity using playing bricks. The entity strives to evolve its brick toys constantly to support a renowned world of imagination, which, in turn, provides children with an enhanced inventive play (LEGO, 2018). Children develop as excellent learners through playfulness. Nonetheless, LEGO faces a significant challenge of children’s loss of interest in games and play (“Cannes Future Lions Brief,” n.d.).
Children have disregarded the essentials of play. Instead, they would rather focus on other such passive activities as watching television. Reimagining play dynamically elevates a sense of imaginary experience; accordingly, children mastering this art is an upgraded endeavor of refining their development (The LEGO Foundation, 2018). Moreover, creative potential is an expressed interest in creative abilities to exploit human capital, adaptive performance (Zbainos & Tziona, 2019). Children’s sustainability is engrained in the realization of concepts through inventiveness.
Purpose
The project aims at developing a marketing campaign for LEGO bricks in two ways:
- Communicates the importance of play
- Unearths children’s creativity potential
Target Audience
- Parents and children belonging to any social class
- Children using LEGO bricks toys should feel interested, creative, and purposeful.
Advertising Objective
- The brand’s new campaign is to improve brand awareness and demand for LEGO bricks.
Consumer Message
- Bricks made for entertaining
- Toys produced for enhancing creativity and problem-solving in children
Key Consumer Benefit
- Enhancing creativity in children
- Enabling children’s all-around growth and creativity
- Play facilitates better communication between parents and children.
Other Fundamentals
Competition
- Barbie
- Mattel
- Fisher-Price
- Nerf
- Mobile suit Gundam.
Advertising Tone
- Modern, durable, and Innovative
Advertising Medium
- Print Materials
- Audio-visual media
Mandatory Elements
- LEGO bricks logo
- Actual product image
- Values and benefit
- Price and technology
- Attention-drawing text
- Availability and accessibility
- Online and physical stores
- Company’s website