Juliana Paracencio

LEGO is responsible for a big chunk of Majoli toy stores revenue, so they asked us to create a campaign to promote it. They wanted to communicate LEGO´s strongest argument: it is the ultimate toy to develop creativity. In this series of radio spots, we showed kids using their imaginations to re-build entire stories just by re-arranging the same number of words. Basically, in our spots, words became LEGO bricks, used to surprise the audience with unimaginable twists and unexpected sentence constructions. Our idea was to simulate the same process of building LEGO: sometimes, the outcome is very funny, sometimes it is rather nonsense, while sometimes, it just feels right.

LEGO is responsible for a big chunk of Majoli toy stores revenue, so they asked us to create a campaign to promote it. They wanted to communicate LEGO´s strongest argument: it is the ultimate toy to develop creativity. In this series of radio spots, we showed kids using their imaginations to re-build entire stories just by re-arranging the same number of words. Basically, in our spots, words became LEGO bricks, used to surprise the audience with unimaginable twists and unexpected sentence constructions. Our idea was to simulate the same process of building LEGO: sometimes, the outcome is very funny, sometimes it is rather nonsense, while sometimes, it just feels right.

LEGO is responsible for a big chunk of Majoli toy stores revenue, so they asked us to create a campaign to promote it. They wanted to communicate LEGO´s strongest argument: it is the ultimate toy to develop creativity. In this series of radio spots, we showed kids using their imaginations to re-build entire stories just by re-arranging the same number of words. Basically, in our spots, words became LEGO bricks, used to surprise the audience with unimaginable twists and unexpected sentence constructions. Our idea was to simulate the same process of building LEGO: sometimes, the outcome is very funny, sometimes it is rather nonsense, while sometimes, it just feels right.

LEGO is responsible for a big chunk of Majoli toy stores revenue, so they asked us to create a campaign to promote it. They wanted to communicate LEGO´s strongest argument: it is the ultimate toy to develop creativity. In this series of radio spots, we showed kids using their imaginations to re-build entire stories just by re-arranging the same number of words. Basically, in our spots, words became LEGO bricks, used to surprise the audience with unimaginable twists and unexpected sentence constructions. Our idea was to simulate the same process of building LEGO: sometimes, the outcome is very funny, sometimes it is rather nonsense, while sometimes, it just feels right. Credits Agency: Jung von Matt AG, Hamburg Production Company: Jung von Matt AG, Hamburg Executive Creative Director: Doerte Spengler-Ahrens Creative Director: Florentin Hock Art Director: Juliana Paracencio Copywriters: Luiz Vicente Simoes, Juliana Paracencio, Leonardo Assad Client Service Director: Natalie Martens Project Manager: Schouwit Berhe Project Manager: Tanja Tauber Managing Director : Stephan Giest Agency Producer Dennis Wendt Producer Vanessa Dankers Sound Designer: Matthias Brattig