BBH aims to portray joys of Lego from a child’s point of view

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 30 October 1998 12:00AM

Bartle Bogle Hegarty has unveiled a press campaign for Lego which aims to capture the essence of the product from a child’s perspective.

Bartle Bogle Hegarty has unveiled a press campaign for Lego which

aims to capture the essence of the product from a child’s

perspective.



Six press creations for the Primo and Duplo ranges break on 1 November

in UK national and parenting titles, initially for one month, with media

handled by Motive Communications.



The ads position Primo (targeting 0- to two-year-olds) and Duplo

(targeting two- to five-year-olds) as stimulants to a child’s

imagination.



The photographer, Hugh Johnson, aims to capture children’s fascination

and interaction with Lego by using a low camera angle to show ’playing

with Lego’ through a child’s eyes. Through a contrasting use of soft and

sharp focus, the Lego product is highlighted as the centre of attention

in the forefront of the shot.



The Primo execution shows a baby and the line: ’He can’t talk yet but

he’s already asking questions.’ The Duplo execution shows a young girl

along with the line: ’Eyes, ears, hands (But mostly imagination).’ Both

executions carry the Lego endline: ’Just imagine ...’



The work was created by the art director, Russell Ramsay, the

copywriter, John O’Keefe, and the typographer, Andy Bird.



This article was first published on campaignlive.co.uk

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