Lego: Shake Up Imagination by R/GA

Agency: R/GA
Client: Lego
Date: Oct 2017
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The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution

Shaking up a present is usual for a kid, so when they get one that has great shaking sounds to the max, they smile and dream of great things. Lego takes that concept to the extreme with a new holiday campaign — 'Shake Up Imagination.'

Lego Systems, in a new unboxing spot, demonstrates how the sound of Lego can spark imagination without even showing the product. Unsuspecting kids received unbranded, wrapped presents and were asked to guess what’s inside. They began shaking the gifts and recognized the iconic sound of Lego bricks. They then excitedly began imagining what they would build.

Credits

Lego System Credits

VP Marketing: Amy Pascal

Senior Director, Brand Relations: Michael McNally

Senior Director, Marketing Carol Soriano

Sr. Franchise Marketing Manager: Jordyn Curtis

Brand Manager: Erin Reed

Sr. Creative Manager: John Madrid

Agency: R/GA

EVP, Chief Creative Officer: Chloe Gottlieb + Taras Wayner

VP, Group Executive Creative Director: David DeCheser

Group Executive Creative Director: Isaac Silverglate

Creative Director: Marie Ronn + Erik Tell

Managing Director: Russell Parrish

Executive Production Director: Cindy Pound

Senior Producer: Matt Van Dzura

Strategy Director: Dave Surgan

Copywriter: Chris Parker

Art Director: James Schumacher

Senior Content Producer Purvi Sheth

Associate Content Producer Jessica Rosen

Senior Video Editor Jeremiah Shuff

Associate Video Editor Marianne Hill

Senior Sound Design Pete Karam

Production Company Chelsea Pictures (Director: Thomas Beug)

Music The Music Playground

Color Company3 (Colorist: Tim Masick)

Finishing Method (Flame artist: Carmen Maxcy)

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