With a limited budget, help LEGO become the top-of-mind toy brand at points of sale during the Christmas season.

We decided to forgo LEGO's visual historical communication for a minimalistic approach that’s long on copy.Because every playing story starts with a single LEGO brick, each print ad is set with a single, gleaming LEGO block in the upper left-hand corner, like a capital letter, starting each one of the stories.Reading each of these texts, in the breathless narrative voice of an overstimulated child, the ad comes to life in a way that is unique only to the reader. Instead of claiming that LEGO stimulates imagination, we decided to make it happen on the viewer’s mind.

LEGO sales increased on the selected stores compared to last year's. Prestigious publications had written about its creative merits. Advertising Age and Forbes Magazine had chosen the campaign as Pick of The Day. According to Forbes Magazine: "Here is a wonderful example of a company who behaves according to their brand idea. LEGO could have run ads that claim to stimulate a child’s creativity and they may have been decent ads, believable, but hardly as motivating as actually being the brand in their communications. Well done".