“When a particular product/brand combination so dominates the market that its brand name becomes the generic term for the item.” — Not all bricks are LEGO bricks but not all consumers realise this. Due to our phenomenal success in the toy market.
The YCN brief outlines — To create a campaign for the LEGO Brand that distinguishes LEGO from all the other construction toys in the toy market by highlighting the benefits and points of difference of LEGO rather than the detriments of our competitors. The campaign idea must be highly creative and integrated, potentially making use of multi-media channels.
Why I have chosen the brief —
Concept driven — Opportunity to explore more conceptual and abstract resolutions
Advertising — An alternate brief that is dissimilar to the other branding projects
Lego — Interesting and engaging subject theme
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