LIFE OF BRICK

ClientLEGO GMBH
Category A04. Consumer Durables
TitleLIFE OF BRICK
Product/ServiceLEGO
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production YESSIAN MUSIC Hamburg, GERMANY
Credits
Name Company Position
Till Hohmann Serviceplan Campaign 1 General Creative Manager
Sandra Loibl Serviceplan Campaign 1 General Creative Manager
Andreas Daum Serviceplan Campaign 1 Senior Copywriter
Till Rothweiler Serviceplan Campaign 1 Senior Art Director
Monika Klingenfuß Serviceplan Campaign 1 Management Supervisor
Brian Yessian Yessian Music Founder
Ingmar Rehberg Yessian Music Managing Partner

View Script

Write a short summary of what happens in the radio advert

In 2018 LEGO celebrates the 60th anniversary of the LEGO brick. In order to celebrate this exceptional anniversary, the client briefed us to create a unique, creative idea which highlights both the creativity of the brand and also communicates the playful and imaginative character LEGO has always been known for. We could have built an enormous LEGO monument, baked a gigantic LEGO cake or did an outrageous LEGO stunt. But instead, we decided to let the LEGO brick speak for itself – literally. As a brand all about imagination we imagined: what would a 60-year-old LEGO brick have to say, just think how crazy a life-story that could be... We turned this imaginative story into a longer form anniversary ad, full of incredible up and downs, amazing experiences and unbelievable tales - made to capture the attention of all generations.

Script

In 60 years I’ve been through a lot. At an early age, I discovered my spirit for adventures playing outside with friends or on the schoolyard. First, I joined the fire fighters, then the police later on. With howling sirens, I raced through the city, stood on the tallest tower and dived down to the darkest depths. I flew around the world: in airplanes, rockets and flying cars. I explored every square centimeter of the solar system and even traveled through time. Everything seemed possible and only a stone’s throw away. Often enough, I barely made it out alive, fighting against daunting dragons, powerful pirates or angry aliens. Sometimes with canons or laser beams, sometimes with nothing more than bricks. I got swallowed by giant trunks and spat out again. I was rejected due to my color, for being too small or too big. They trampled all over me under violent screams and tortured me with their teeth. For years, they locked me up in the darkest places. I spent countless nights in boxes or on the ground, but every now and then also in fairytale teepees, cascading castles or treasure-laden temples. All that in only 60 years – well, it’s been quite ride being a Lego brick.