Lego SkyScraper

30 Nov 2006

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


Posted by Miel Van Opstal in General


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  1. Sterling Camden

    December 1, 2006 at 12:04 am

    We’ve got a copy of the 1932 photo hanging in our den (up near the 12 ft ceiling). It’s one of our favorites. Cool idea for Lego.

  2. Lars Koudal

    December 1, 2006 at 11:39 am

    I do agree with your assesment, that Lego can do this and make it a sort of “homage” to the original image.

    I would have preferred though if Lego would have changed the buildings below to be built by Lego bricks. It would not have confused the image, if they made sure it was still as diffused, and in greyscale, and it would have made the picture of their own.

    Apart from that, a great idea and a great image indeed (I mean the original! :)

  3. Coolz0r

    December 2, 2006 at 4:52 pm

    Lars, I agree, it would’ve been even stronger if the buildings in the background would have been Lego buildings. I was thinking about that too. But the way it is now is also pretty good, I think.