Lego‘s 50th birthday was celebrated in January 2008, marking the date the now famous plastic brick was patented by Ole Kirk Christansen. The company was formed in 1932 in Denmark, focusing at first on wooden toys. The name came from two Danish words, “Leg” and “Godt”, meaning Play Well. Production of the plastic brick began in 1949, using an injection moulding machine. Here three print advertisements connect the international toy building block with three moments in history, victory for heavyweight boxer Muhammad Ali against Joe Frazier in 1970, the fall of the Berlin Wall, shown in front of the Brandeburg Gate in 1989, and the Tank man in Beijing in 1989.
The Making History campaign was developed at Jung von Matt/Alster, Hamburg, by chief creative officers Armin Jochum and Deneke Von Weltzien, creative directors Fabian Frese, Gotz Ulmer and Daniel Frericks, art director Andre Price, copywriter Sergio Penzo, designers Florian Zwinge and Tilman Gossner, advertiser’s supervisor Katharina Sutch, account supervisors Markus Wieser and René Requardt, art buyer Bianca Winter, photographer Ragnar Schmuck, producers Claudia Schildt and Fabian Zell.