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BACK TO BUSINESS
11/08 2010 // aaron
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Many of us have had the last two or three weeks off but we’re back now, recharged and ready to go. The months leading up to the summer break were hectic to say the least. As well as the successful pitch for BR & Toys’R'Us, we also acquired the dialogue agency byHabit (henceforth to be known as Advance Relations).
Our clients have been keeping us busy too. In LEGO, we’ve been running a number of big projects, including Hero Factory and LEGO Universe, but we still found the time to partner with the company to win a grant from the Danish Advanced Technology Foundation to co-develop modular playware.
Our other ongoing work includes two product launches for Coloplast, 2011 campaigns for Compeed’s blister, corn and cold sore products, an image campaign for ITD and an awareness campaign for HK. All big projects and all developing well.
Meanwhile Advance Spirit continues to grow impressively. Recent newbizz wins include Choice Hotels and DSV, while big projects are continuing with ITD and Q8.
Last but not least, partner and Senior AD Gavin (above) celebrated his 50th birthday shortly before we broke up for the holidays. He treated himself to a motorbike so we gave him a cheque and strict instructions to buy himself a helmet.
Tags: Advance, Advance Spirit, Coloplast, HK, ITD, lego
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BEYOND THE BRICK – A UNIQUE PROJECT
02/07 2010 // aaron
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Advance is proud to announce our role in a special project being conducted in partnership with LEGO and the Centre for Playware at the Danish National Technical University (DTU).
Together, we’ve successfully applied for a significant grant from the Danish Advanced Technology Foundation to research and develop modular playware – intelligent hardware and software that uses AI and robot technology to create new play products.
A large part of the project’s brief is finding new ways to support child development through playand playful experiences and this is where Advance will play a key role, lending our insights from over 30 years of helping LEGO build its brand.
The project will run over the next three years and we’ll be reporting back here with regular progress updates.
Tags: Advance, DTU, højteknologifonden, lego, playware
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FROM THE E3 EXPO
29/06 2010 // aaron
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We sent a four-man delegation to the E3 Expo in LA earlier this month. As well as our ongoing work on LEGO Universe, we’re working more and more in the gaming world and E3 is the place to be to get the lowdown on the latest industry developments.
Kim, pictured above, had the following to say:
“The big trend is the interface. All three major platforms have motion capture now and there is a big industry making controllers in all shapes and forms to suit particular game expirences and game types.
“More MMOGs are coming, in all sorts of directions. Social gaming, command and conquer and single player type shoot-em-up style. We also saw 3D screens on handheld platforms – Nintendo’s new 3DS has a 3D screen that don’t requires spectacles.
“That’s just some of it. The future’s gonna be exciting.”
Have a look at our more comprehensive report from the Expo:
Tags: e3, e3 expo, gaming, lego, lego universe
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LEGO POWER MINERS’ HAPPY BURPDAY
01/06 2010 // aaron
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Here’s a little film we made, capturing the Rock Monsters doing what they do best:
Tags: Advance, burp, happy burpday, lego, power miners
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FIRST WORK FOR LEGOLAND
31/03 2010 // aaron
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Our first work for LEGOLAND Billund aired last week, a TVC promoting the attraction’s latest ride – The Temple. The production was a bit of a juggling act, combining live footage and animation as well as various tactical messages but we’re really pleased with the end result.
Enjoy!
Tags: lego, legoland billund, templet, the temple
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MORE LEGO PRINT WORK FROM THE ARCHIVES
26/02 2010 // aaron
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Here’s another batch of our early LEGO work. These ones date from the early to mid 1980s:
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LEGO WORK FROM THE ARCHIVES
18/02 2010 // aaron
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Alex is working on a project to document some of the work we’ve done for LEGO over the past three decades. He’s been spending many hours deep in our underground archives, only returning for lunch and an occasional cup of coffee.
The effort is going to be worth it because the case story he’s putting together is shaping up to be something of an epic. In the meantime I thought I’d share some old ads and brochure covers that Alex has rediscovered.
There’s a lot down there so I’ll probably spread this over a few posts. Alex has also found some of our first TV spots but they’re on VHS so we’re working on getting them digitized.
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LEGO HERO FACTORY
26/01 2010 // aaron
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Here’s our trailer for LEGO’s upcoming Hero Factory, a brand new epic universe. LEGO Hero Factory will launch in the summer with Advance handling the communication package:
Tags: hero factory, lego, lego hero factory
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A LEGO A DAY..
17/04 2009 // Annette Flinck
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I fell over this cool site the other day – better late than never, right?
Well, meet Dan. 27 years old. Living with Annie, his supposedly beautiful fiancee, in northern Virgina. For the love of LEGO and for the love of photography he’s on a mission: To take a photo with a LEGO minifig every day for an entire year. Check his site out. Some of them are really cool and funny.
Take for example this one from day 318 - The LEGO ninja forgets his gloves 
And this, where it’s clear to everyone that this Gillette shaving is doomed to go wrong..
Or this one, very real-life setting, when the ship’s new first mate demonstrates his patented ’scurvy slam’ move..
At the conclusion of the 365, assuming his contact with LEGO goes well, his plan is to do prints and a coffee-table type photo book of all of the pictures for purchase. Nice.
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LEGO BUCKS THE ‘DOOM AND GLOOM’ TREND
26/03 2009 // aaron
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A lovely article by Jon Henley in The Guardian today celebrating LEGO’s enduring success.
Not unsurprisingly, its recent record profits are attributed to ‘the fact that in times of trouble, consumers – in this case, parents – turn to “the well-known, the safe, the durable. Lego may not be the cheapest toy, but parents know it has stood the test of time, it will last years, provide hours of quality play, represent good value for their hard-earned money”.’
We would have liked a little more about how the success of BIONICLE helped to lift LEGO out of the doldrums but you can’t have it all!
Tags: Advance, guardian, jon henley, lego
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