2018 Radio & Audio
LIFE OF BRICK
|Title||LIFE OF BRICK|
|Entrant||SERVICEPLAN GERMANY Munich, GERMANY|
|Idea Creation||SERVICEPLAN GERMANY Munich, GERMANY|
|Production||YESSIAN MUSIC Hamburg, GERMANY|
|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|
Write a short summary of what happens in the radio advertIn 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.
ScriptIn 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. Lego - 60 years of creativity.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.