Lego: Shake Up Imagination by R/GA
- Location:
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
Associate Strategy Director: Allie Walker
Copywriter: Chris Parker
Art Director: James Schumacher, Pla Ploome
Design Director: Richard Smith
Associate Designer: Brigit Hickey
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)
