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