This assignment challenges me to develop a creative and strategic campaign design for LEGO, targeting a broad audience. I aim to demonstrate concept originality, audience engagement, and effective application across print and digital media.
In the research stage, I analyzed LEGO’s brand identity, target audience, competitors, and emotional appeal. I identified key selling points and crafted a slogan, tagline, and 3 concept directions through mind mapping and initial sketching to guide my campaign development.
In second stage, I confirmed my campaign concept: “A time for us.” I focused on the emotional connection between father and child, using Star Wars characters to dramatize this idea. Instead of simply promoting a toy, I highlighted quality time — such as a father and son building LEGO together. I used the symbolic duo of Darth Vader and Luke Skywalker, and also a playful version of a father-and-son Stormtrooper pairing, to visualize the message. This direction speaks not just to kids but to nostalgic parents, turning LEGO into a bonding experience.
In 3rd stage, I began visualizing the layouts based on my concept sketches. I developed 3 scenes using LEGO’s colourful tone — blue, yellow, and green — to create emotional storytelling moments: cycling time (Darth Vader & Luke), chatting time (Tatooine scene), and school time (father-and-son Stormtroopers). Each layout features relevant LEGO sets like the Millennium Falcon, X-Wing, TIE Fighter, and AT-AT, reinforcing product placement within the narrative. This approach blends personal emotion with Star Wars nostalgia to capture attention across web, print, and outdoor formats.
In final stage, I refined the typography by switching to a more personalized font for the tagline, based on professor feedback. I also enhanced contrast to ensure readability in black-and-white formats and adjusted font sizes to suit various applications like print ads, web banners, and transit posters.
