Tuesday, July 11, 2006

FCB Johannesburg. Grand Prix. Press.

What Lance Vining & Charles Foley (Copywriter/Art Director. FCB Johannesburg. South Africa) have to say about "Periscope"

Well from our side I suppose the secret to great advertising is simplicity. It's about the ability to appeal to anyone from anywhere. It's about being universal. Lego is a great product that almost everyone (pre-Sony Playstation) knows. It's about breaking down all the peripheral stuff to get to the core of the product. In the Lego case, that was Imagine so we created an execution that really harnessed that thought. A number of years ago, I was looking at the Lego work that was created and one example was an image of the Great Wall of China with a line that said "Build it". So that worked on a different scale in that people were prompted to think of the enormous possibilities that can be created using many blocks of Lego. So our "Periscope" thought was really about what you can create using a limited number of blocks. The art direction really flew in the face of what has been winning at international awards shows in that it wasn't over art directed. I kind of felt that with over art directed work, the image has been completed for the reader whereas with the Lego work we tried to leave as much to the imagination as possible.



Type Of Advertisement: Newspaper
Category: Entertainment & Leisure
Title: PERISCOPE
Advertiser: LEGO
Product or Service: LEGO CONSTRUCTION BLOCKS
Entrant Company: FCB JOHANNESBURG
Country: SOUTH AFRICA
Advertising Agency: FCB JOHANNESBURG
Country: SOUTH AFRICA
Creative Director: Brett Morris
Copywriter: Lance Vining
Art Director: Lance Vining/Charles Foley
Photographer: Gerard Turnely
Typographer: Lance Vining

2 Comments:

Anonymous Anonymous said...

Did this ever run? What publications/ media venue?

10:08 AM  
Anonymous Anonymous said...

yes

4:37 AM  

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