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.


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

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

Credits

The Lego Builders of Tomorrow ad 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.