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.
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.
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.