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    The document outlines a campaign pitch for LEGO toys to address a predicted supply shortage. The goal is to encourage persistence in finding LEGO over off-brand toys. The campaign would target fathers ages 35-44 with advanced degrees and incomes over $125k. It would position LEGO as laying the foundation for each child's creativity and future success. The big idea is "We Frame the Future." A 30-second video spot and promotions across magazines, billboards, Facebook, newspapers would show how a child's LEGO play progresses into diverse careers, emphasizing LEGO's long-term investment in each child. The campaign aims to appeal emotionally to fathers who played with LEGOs and explain why it is a better choice

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    The document outlines a campaign pitch for LEGO toys to address a predicted supply shortage. The goal is to encourage persistence in finding LEGO over off-brand toys. The campaign would target fathers ages 35-44 with advanced degrees and incomes over $125k. It would position LEGO as laying the foundation for each child's creativity and future success. The big idea is "We Frame the Future." A 30-second video spot and promotions across magazines, billboards, Facebook, newspapers would show how a child's LEGO play progresses into diverse careers, emphasizing LEGO's long-term investment in each child. The campaign aims to appeal emotionally to fathers who played with LEGOs and explain why it is a better choice

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    154 views11 pages

    Lego Final Project

    Uploaded by

    api-330716473
    The document outlines a campaign pitch for LEGO toys to address a predicted supply shortage. The goal is to encourage persistence in finding LEGO over off-brand toys. The campaign would target fathers ages 35-44 with advanced degrees and incomes over $125k. It would position LEGO as laying the foundation for each child's creativity and future success. The big idea is "We Frame the Future." A 30-second video spot and promotions across magazines, billboards, Facebook, newspapers would show how a child's LEGO play progresses into diverse careers, emphasizing LEGO's long-term investment in each child. The campaign aims to appeal emotionally to fathers who played with LEGOs and explain why it is a better choice

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 11

    LEGO Campaign Pitch

    By: Luci Bessinger

    December 5, 2017
    PROJECT DETAILS

    PROBLEM
    Predicted supply shortage this coming season

    GOAL
    Persistence in finding LEGO over off-brands
    STARTING POINT

    Approach
    Quadrant 2 (high, emotional)
    LEGOS invests in each child

    Audience
    Fathers
    Ages: 35-44
    Caucasian & African American
    Advanced college degrees
    $125k+ salary
    BIG IDEA

    We Frame The Future


    - LEGO lays the foundation for creativity
    - A brand that invests in each childs success
    NAME: Luci Bessinger
    CLIENT: LEGO - We Frame The Future
    LENGTH: 30 Seconds

    VIDEO AUDIO

    MUSIC: CHEERY LOVE (INSTRUMENTAL


    (INTRO VIDEO IS WIDE SHOT OF BABY PIANO SOLO) BY HAPPY PIANO MUSIC
    WATCHING CARS ON TV) INSTRUMENTAL COLLECTION

    SLOWLY ZOOM IN ON LITTLE BOY SMILING SFX: CARS ZOOMING PAST ON TV

    CUT TO WIDE SHOT OF CHILD (OLDER VER- SFX: LEGOS FALLING ON FLOOR
    SION OF BABY) POURING LEGOS ON THE
    FLOOR

    QUICKLY CUT TO MID SHOT OF BOY BUILD- BOY: Look what I built mom!
    ING A CAR OUT OF LEGOS

    CUT TO WIDE SHOT OF TEEN WORKING ON


    CAR WITH HIS DAD
    DAD: Great job son.
    CUT TO OVER THE SHOULDER OF TEEN
    SMILING AT DAD

    CUT TO VERY WIDE SHOT OF AUTOSHOP SFX: CAR NOISES WITH CLINKING SOUNDS

    CUT IN TO MID SHOT OF OLDER MAN


    WORKING ON CAR IN SHOP

    CUT TO OVER THE SHOULDER SHOT OF CHILD IN ENTRYWAY: Mommy look what I
    CHILD IN DISTANCE PLAYING LEGOS IN AU- built!
    TOSHOP ENTRYWAY

    CUT TO CLOSE UP OF MAN SMILING

    CUT TO SCREEN WITH LOGO AND SLOGAN

    TV SPOT
    OF WE FRAME THE FUTURE
    MAGAZINE
    BILLBOARD
    FACEBOOK BANNER
    NEWSPAPER COUPON INSERT
    ON THE PATH TO SUCCESS

    Shows how LEGO cares about each childs future

    Personal (his, her, their)

    Diversity (genders, races, professions)

    Consistent (frame in each promotion)

    Emotional towards fathers who had LEGOs in past

    Explains why LEGO is better than off-brand (investment)


    Questions?

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