Lego art was taken to the streets in a set of three murals mounted on bus stop adshels in Singapore, launched in March 2011. When viewed from the front, the murals blended with the background even in their illustrative and studs-out form. Certified Lego artist Nicholas Foo (Blackbulb) worked with Ogilvy’s creative team to design “Whale”, “Monster” and “Caterpillar”. Each piece measured around 1.2m x 1.8m and used a total of over 97,000 pieces of 1×1 plates. The campaign won a Silver Outdoor Lion at Cannes International Festival of Creativity.
The Imagine campaign was developed at Ogilvy, Malaysia, by executive creative directors Gavin Simpson and Robert Gaxiola, creative director Eric Yeo, art director David Stevanov, copywriters Greg Rawson and Ross Fowler, illustrators Tan Tsun, Wen Andrew, David Stevanov, Greg Rawson, Lego artist Nicholas Foo (Blackbulb) with Lego builders Too Jun Jie, Inessa Loh and Darshan Kadam.