Lego legends win award

The IPA 44 Club has won bronze in the Caple Awards for its work with agency Leo Burnett London – a direct mail campaign turning adland legends into lego.

The campaign objective was to highlight the fact that the IPA 44 Club gives people access to famous advertising legends; to ‘learn from the best in the business’. The mailers featured Lego renditions of Sir Martin Sorrell, Sir John Hegarty, and Graham Fink, amongst others, all created by 44 Club committee member and Leo Burnett creative Ben Gough.

Under the title, ‘Build Your Career’, the miniature sets were sent these industry greats in retro boxes. Postcards of the sets were also sent to young people and HR managers in ad agencies. Each one came with its own accessories; from Sir Martin Sorrell's 'multi-millions', Sir John Hegarty’s trademark Paul Smith suit to Graham Fink's 'shed-load of awards', with seven to collect in total.

The next event sold out immediately, following the direct mail campaign.

Says Sam Ellis, Chairman of 44 Club as of 2013 and New Business & Marketing Manager, Lida: "The ‘Build Your Career’ campaign has been a huge success for the 44 Club. The sets have brought to life a series of famous faces from adland in beautifully detailed miniature form, whilst simultaneously highlighting the high calibre of speakers we continue to attract. Lego has always inspired young creative minds, and combined with this well-targeted, impactful DM piece, it provided the perfect solution to engage young people starting in advertising.”

The work has also featured in Directory and New Ideas in Direct Marketing Magazine.

About the Caples Awards

The Caples Awards, honour the best in direct and interactive marketing around the world, was founded in 1978 by Andi Emerson, a direct marketing pioneer, in order to honour well-recognized copywriter John Caples. With international chairs in 50 countries, it is supported by industry agencies, clients and suppliers; is run by industry volunteers; and is judged by more than 50 active, senior-level, international creative professionals. Over 200 creatives and marketers from around the world attend the annual awards presentation.
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