LEGO-The Shape Of Imagination

One of LEGO’s key brand communication pillar is that LEGO is the building blocks of imagination. We demonstrate the power of imagination with a LEGO sculpture that casts three very different shadows depending on the angle of the light source. Using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO sculpture. However, when the sculpture is rotated, the amorphous shadow morphs into three very distinct and recognisable shape.

Credits

Agency Producer  Alvin Chin, Chow Kit Yee

Artist: John V. Muntean

Chief Creative Officer: Eugene Cheong

Copywriter: KEvin J

Creative Director: Troy Lim, Jon Loke

Designer:  John V. Muntean

Worldwide Chief Creative Officer:  Tham Khai Meng

Producer: Cheryl Heng

Senior Art Director: David Stevanov

Senior Copywriter: Adrian Yeap

Advertising Agency: OgilvyOne Worldwide Singapore

Account Director: Emily Poon

Account Manager: Samantha Kudus

Brand Manager (Client): Low Wei Li

Planner: Valerie Wang