Where portfolio students talk.

Thursday, June 21, 2007

Strategy, Execution and Brand Power



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!

3 comments:

Anonymous said...

I agree this camp. is very unique. I'm not sure the strategy is as unique as the executions though. One thing, and granted this might be too nit-picky, would the copy go over the head of your avg. kid? I mean if a child is at the age of playing with Legos I'd be impressed if they could follow these short stories considering their articulate level. Maybe I was just a late bloomer at that age?

max is a genius said...

cooooool tag. you cant do a lego ad without espousing imagination so i think the strategy can't be too complicated. the copy is interesting enough to read i guess but not like it has to be awesome or anything.

directionally speaking, sick and tired of the whole comic pastiche. whether its in advertising, music or whatever. but whenever i see it i compare it to this-

http://quimby.gnus.org/circus/jukebox.php?image=sleeve.jpg&group=Sonic%20Youth&album=Goo

so, maybe i'll never be satisfied by the use of any comic-style delivery.

Anonymous said...

I'm trying not to hate but, I, just, can't, help, it. But, I can't, find, the, flaw.

Oh there it is.. it's the same ad 3 times.

Lego, c'mon. Yea I get it. It fills the creative holes and any story a 7 year old tells can be retro-fitted with a lego.

Just a quick story. I went on a redneck world tour with my aunt and uncle back when I was like 12. It was horrible, going to random small Iowa towns, not wanting to work, and being punished by not being able to turn on the AC in the RV (an albotross).

they sold kettle korn, lol. The point is even in my lowest points, I pulled out the legos. Not the pre-planned, 39.99 sets. But a big 5 gallon bucket of assorted plastic 3D puzzle pieces. Instead of healping out the cause, I made lego models. In fact I was so influenced by what I was being sublected to that, I made a tractor pull lego model. Yea, weak, I know.

Well we made it to Des Moines for some gay,redneck,anti-sematic, free for all, (county fair) and by that time my aunt said, "hey that actually looks like a tractor pull."

For some unforseen reason there was a Lego build-off competiton at this stop. Without my (the creator's) consent, my tractor pull model (that was a result of equal parts, boredom, hatered, and disgust.) Won a $1,000 prize, in a town that has a GDP of $1,500.

Shit.

Basically what, I'm trying to say, is that a product such as lego, should be able to blow the minds of adults from when they were kids, as well as kids envisioning themselves as adults, and everything in between.


This ad skims across the surface and even then it doesn't do so well.