Lego's "Build the Future"

Lego is one of the most popular brands in the children’s toy market, with successful film and magazine franchises following their Lego kits. 

This Lego ad is a heartwarming message to children, encouraging them to follow their dreams. In this poster ad, a child is seen in a Lego astronaut costume, building the remainder of the costume with the slogan “Build the future.” The message is simple yet effective: follow your dreams. Through the use of the word “build,” the message doesn’t only apply to children’s future aspirations; the slogan also signifies that Lego is the “future” and children are “building” Lego’s future.

In addition to the symbolism mentioned above, many visual elements contributed to making the advertisement stand out further. The plain, empty background effectively brings the focus to the singular subject of the poster: the child in an astronaut costume. The 3D illustration of the individual Lego pieces makes it even easier for the audience to notice Lego’s signature structure.

A well-planned concept made this a compelling advertisement for Lego. This advertisement campaign appeals not only to children but also to their parents, as the tagline subconsciously plants the thought that Lego helps to build their child’s “future.”