BRIEFING
Expand an existing brand via abstract ideas unrelated to the brand itself. Produce a product and ad series related to this new idea.
SOLUTION
Remember when your parents told you “not to play with your food” as a kid?
Well, they were completely wrong on that front.
The Play With Your Food campaign expands the idea of creativity and hunger with Lego’s icon building bricks against simplistly colored background, all while opening new opportunities of creation and play via their all new Lego Cookbook.
Art Direction
Artificial Intelligence (AI)
ROLES
THE LEGO COOKBOOK
PROMOTIONAL GOODIES
Complementary apron and limited edition shopping bag.
STORE LOCATION OOH
Art Direction & Copy: Sarah-Marie Sosa