i really like the Lego-take on this icon of photographic art. On the one hand you can say that it’s been done before, and sure, you’re right when you say that. But on the other hand, replacing all the builders with kids puts the message in an entirely different perspective. Lego turns kids into builders and therefor, Lego can be entitled to claim this remake without feeling bad about ripping of a concept of a picture that has won a gazillion awards in the past. This picture has the true Lego values embedded inside, and it’s a solid message. It might not be understood by the target audience, it might not be interpreted in the right way if you don’t know the message behind it. But the second look at the concept has nothing but positive thoughts. I think this remake can have the same success as the original one, looking at the quality of the image, the ‘fun’ cluster behind the brand message and the widely-spread print-outs of the original. This one’s a keeper, for sure.
Based on the original photograph titled
‘Lunch Atop a Skyscraper’ by Charles Ebbets, 1932‘
Agency: Jung von Matt, Hamburg, Germany
Via: AdsOfTheWorld