Problem: LEGO sales peak at New Year, but decline in summertime.
Chalenge: think up the reason to buy LEGO in summer.
Solution: to bring a new tradition to present pupils LEGO in exchange for their record books on the occasion of the school year ending.
Idea: in the night of 1st June the miracle happens:
all record books turn into LEGO sets!
*In Russia Summer is LETO
Campain case
The making of:
We hope that this campaign will grow
into a new family tradition.
Agency: Instinct
Production: Hype
Direction, Animation: Aleksey Astafiev
Art-Direction: Maxim Demkin
Copyrighter: Sveta Kucherenko
DOP: Maxim Zhukov
Producer: Katya Fenkina
Producers: Aleksey Yakubenko, Ilya Dzhindzharadze
Production: Hype
Direction, Animation: Aleksey Astafiev
Art-Direction: Maxim Demkin
Copyrighter: Sveta Kucherenko
DOP: Maxim Zhukov
Producer: Katya Fenkina
Producers: Aleksey Yakubenko, Ilya Dzhindzharadze
2013
