These Lego Words Puzzle Ads Require Constructive Solutions
Amelia Roblin — September 4, 2011 — Marketing
References: projeqt & adsoftheworld
The arrangement of objects found in these Lego Words Puzzle ads is purposely referencing the children's favorite literacy game; however, the concept has been spun to encourage a more complex means of uncovering answers. Instead of presenting a matrix of letters, the alphabetical grid has been replaced with a reticulation of toy bricks.
The TBWA advertising agency of Costa Rica has provided a single word at the bottom of each print, challenging the player to seek out a tractor, a crocodile and a spaceship. Since these items cannot be spelled due to the absence of latin characters, one must build such an object from the lines of LEGO pieces provided. While the Lego Words Puzzle ads do drastically alter the image of the familiar word search setup, the hand-circled sequences help the observer to make the connection and comprehend the campaign's strategy.
The TBWA advertising agency of Costa Rica has provided a single word at the bottom of each print, challenging the player to seek out a tractor, a crocodile and a spaceship. Since these items cannot be spelled due to the absence of latin characters, one must build such an object from the lines of LEGO pieces provided. While the Lego Words Puzzle ads do drastically alter the image of the familiar word search setup, the hand-circled sequences help the observer to make the connection and comprehend the campaign's strategy.
Trend Themes
1. Complex Puzzle Ads - Ads are increasingly becoming more complex and interactive, presenting opportunity for innovation, user engagement and retention.
2. Toy-based Language Learning - Combining toys and games to teach language is a unique way to disrupt traditional language acquisition methods and reach younger audiences.
3. Interactive Print Ads - Print ads are no longer just static, but rather an opportunity for interactive and engaging experiences that can increase brand awareness and affinity.
Industry Implications
1. Advertising - Innovative ads that challenge the consumer can disrupt traditional advertising methods and strategies.
2. Toy Manufacturing - Integrating educational components into toys that encourage creativity and learning can disrupt the traditional toy industry and engage consumers in new ways.
3. Language Learning - Integrating games and fun methods into language learning can help disrupt and improve traditional methods of language acquisition.
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