This project was created in 2007 for at the University of Kaposvár. The brief said we have to launch a new campaign for the brand of our choice, but the target audience has to be totally different from the current one. As the course was advertising photography, a photo-based concept was a must.

I selected Lego because of my childhood obsession, and decided to aim for a mature and educated audience, and show them, that Lego is more than just a toy. I’m especially proud of this decision because Lego launched it’s Architecture series for the same audience just a few months after I finished this project.

The leading professor on this project was János Rátki.
The final materials consisted of a citylight poster layout, three phases of a billboard campaign, and freecards people could use to build their own images.
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