2020/2021 Winners & Shortlists

Cultural / Context information for the jury

In the Middle East, directions are always given using famous stores or popular landmarks as markers as opposed to turns or distances. So, to launch the new LEGO flagship store in Riyadh's Park Mall, we did exactly that. We collaborated with every single iconic store in the mall, without them even knowing about it, and used them as direction markers to lead shoppers to the newest icon in the mall: The LEGO Store. A week before the launch, Riyadh Park Mall was flooded with posters featuring unique LEGO creations made to look like items associated with iconic fast food outlets and entertainment zones. Paired with headlines that hinted at these iconic brands, the posters turned these stores into markers leading to the new LEGO store.

Tell the jury about the art direction.

We crafted multiple posters that were placed around Riyadh Park Mall. Each poster features a unique LEGO creation constructed by hand and made to represent an iconic store from the mall. The images were paired with directional headlines. Each headline had a different typographical treatment designed to represent the iconic stores that act as a directional starting point. A graphical arrow leading to the new LEGO store reinforced the directions. The posters were a LEGO re-imagination of in-mall directional guides.