Lego Brief

The main points state:

Mission: Inspire and develop the builders of tomorrow. Vision: Inventing the future of play.
Play Promise: Joy of building, pride of creation. BrandValues:

• Imagination
  
• Creativity
  
• Fun
  
• Learning
  
• Caring
  
• Quality
  
  Media
  The campaign idea must be highly creative and integrated, potentially making use of multi-media channels.Whilst TV advertising should not be excluded from the proposal, bear in mind the budgets, resources and time that would be required to create and develop aTV campaign from scratch.
  
  Target Audience
  PrimaryTarget: Parents of boys aged 5-10
  SecondaryTarget: Parents of girls aged 5-10 Gift Givers