This is becoming a reoccurring theme, isn’t it.
This illustration, along with lego New York, was done for a project that focused on creating a new ad campaign for a toy. My group decided to rebrand lego, duh. Initially we wanted to push the creativity aspect of legos– our idea was roughly “build your world out of legos.” (That slogan probs needed some work.) That angle wasn’t working so well so we switched tracks to “Back to Basics.” Nostalgia is an irrational and powerful force in the hearts of man, and it is one that SELLS.
We wanted parents who remembered having this in the days of their youth to fondly look back on their memories of playing with legos and want to create a similar experience for their kids. The image above is from the 60’s, but I was drawn to the style of earlier 50’s ads. You know the ones. Although parents buying toys for their kids now (probably) didn’t didn’t live through this era, 50’s imagery screams nostalgia like nothin’ else.
As I set off on my path of ultimate camp, it was important for me to avoided gendered advertising. Lego drew a lot of flack for their recent lego friends line. In my illustrations, I showed girls and boys interacting with legos in the same way. Here’s one of the finished package designs:
Props to Josh Waltz for making it looks so rad.
If you’re a dork like me and want to learn a little more about lego’s advertising history, David Pickett’s done some good writing on the subject. Check it out.