Brand Experience and Activation > Product/Service
KOLLE REBBE WERBEAGENTUR, Hamburg / undefined / 2007
Awards:
Overview
Credits
ClientBriefOrObjective
Like no other toy, LEGO is a symbol of fun and creativity. To mark the fiftieth birthday of LEGO in Germany, the idea was to rekindle media representatives’ and LEGO partners’ excitement for LEGO with a high-quality mailing.
Effectiveness
The first, exclusive edition is out of print; the feedback was overwhelming. A paperback edition of “Polyplaypylene” is currently in print for wider circulation.
Implementation
LEGO fan and designer Reginald Wagner conceived, designed and photographed his personal LEGO memories with a pinhole camera to keep them from fading. The book’s format is adapted from the form of an individual LEGO brick. The book cover and the flipside are made of real LEGO plates. Journalists were sent the book and could put their name on the cover and share their memories with the designer.
Relevancy
The title of the book POLYPLAYPYLENE means “plastic that has been played with often” and that’s precisely what this book is about. Endless imagination, an endless number of construction combinations and stories from the LEGO worlds: towns, castles and space.
More Entries from Other Consumer Products (incl. Durable Goods) in Brand Experience and Activation
24 items
More Entries from KOLLE REBBE WERBEAGENTUR
24 items