I'm sure you've all seen it by now, it's Croix Gagnon and Siavosh Zabeti's (in my estimation) brilliant Lego work they did at Miami Ad School in Hamburg. Although we see Lego everywhere, and I myself would be extreemly hessitant to work on the brand--I think they've managed to pull of a completely fresh, and unexcpected campaign for the toy maker.
Here's my question to you all: Is this an example of great execution? Strategy? Both?
To me, the execution is what's completely fresh. It's simple, its different and we haven't seen it from Lego yet. But I also don't believe that the strategy just plopped out of the magnificent power of the brand either. "It's what you make of it" and the story behind it doesn't so much build the greatness behind it (Lego), but places the emphasis on you (or your child). Imagination of course is the key idea in the strategy, but by simply shifting the attention from the blocks, to the people using the blocks--they've opened up this powerful interplay between strategy and execution. I think so at least.
Or do you believe that the brand--Lego--has so much inherent drama, that the strategy was simply waiting to be uncovered by the next person to dig a half-step deeper?
Curious to hear your thoughts. Thanks!