This print ad for Lego won the grand prix at the 2006 Cannes Lions International Advertising Festival. At first it’s not really clear what the point of this ad is, but in fact it speaks to everyone’s imagination. With just a couple of Lego blocks a whole story can be created. The huge space also suggests the possibilities are endless when you work with Lego.



Company: Lego
Agency: FCB, Johannesburg
Country: South Africa

Large price tags were placed on real fire trucks and garbage trucks to promote Toys”R”us, a toy store chain. Kids will be so disappointed when they saved that much and can’t really buy this extremely big toy. Luckily their parents will understand to go the toy store and buy the smaller version.

Company: Toys”R”Us
Agency: Grey, Dusseldorf
Country: Germany

Clever idea to promote matchbox, a well-known brand name of die-cast toys, small replicas of cars. They use real cars standing a hand that is drawn on the pavement so it looks like the car is actually small.



Company: Matchbox
Agency: Ogilvy & Mather
Country: Mexico

It looks like Lego exists 50 years. I thought it was much older but according to these print ads it is not. They recreate historic events with Lego.

It reminds me of an unofficial campaign that was made by two staff members of advertising agency Saatchi & Saatchi China. They came up with the slogan Lego – Rebuild it. If you look at the following three pictures you will see why they were a bit controversial and the two creatives were fired: 1,
2 and 3.

Company: Lego
Agency: Jung von Matt/ Alster Gmbh, Hamburg
Country: Germany