Lego Builders of Tomorrow on Girder

Lego demonstrated the importance of construction-based play with this award-winning campaign, Builders of Tomorrow. The outdoor ad won a Gold Lion at Cannes International Advertising Festival in 2007.


Boys sit on a girder on a tall sky scraper for Lego ad


The image is a tribute to “Lunch atop a Skyscraper (New York Construction Workers Lunching on a Crossbeam)”, a photograph taken by Charles C. Ebbets on the 69th floor during construction of the GE Building at Rockefeller Center in 1932.

Boys sit on a girder on a tall sky scraper for Lego ad

Credits

Builders of Tomorrow was developed at Jung von Matt AG, Hamburg, by creative directors Arno Lindemann and Bernhard Lukas, art director/designer Szymon Rose, copywriter Daniel Schaefer, account executive Katharina Schablitzki, with photographer Achim Lippoth.

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