Illusion CGI and Lego Build the Future
We’re betting you were a kid once. Remember how everyone asked what you wanted to be when you grew up? All answers were accepted but somehow none of them were right, and you probably changed them constantly. Ballerina, firefighter, astronaut, marine veterinarian, candy taster, game player, garbage handler. As kids our potential was shaped by our heroes, and those often changed with every new season. It was an important experience in goal making and dreaming, but something most adults leave out of the conversation is that our future isn’t just what we dream: it’s what we make it. Lego recently teamed up with Illusion CGI and Ogilvy Thailand to bring that challenging adult reality together with the dreams we had as kids into a campaign that is immediate, affecting, and also viral on social media.
The tagline for their campaign is “Build the future” and features a trio of kids building the appropriate outfits for three dreamy grown-up professions: astronaut, rock star, firefighter. Each kid is building one the outfit around them out of Legos, making for structures that are not only engineering marvels, but also in some way creating a piece that’s not only an expression of aspiration but also a cocoon for a wonderful life.
“Lego’s ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future. The brand believes that play is a key element in children’s growth and development. High-quality play enriches a child’s life and lays a strong foundation for adult life,” Ogilvy Thailand vice chairman Nopadol Srikieatikajohn told AdFreak. By illustrating careers that draw from the sciences, the arts, and social services, the campaign targets kids with an incredibly broad range of interests and passions – which is perhaps why the world is talking about the campaign.’
While at Cannes Lions last month, “Build the future” took home three silver Lions and one bronze. We couldn’t be more proud of Illusion CGI.