2016 YOUNG ONES LEGO CLIENT BRIEF. sponsored by

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2 BE THE PLAYFUL ONE CREATE GREAT SHOPPING EXPERIENCES. CLIENT LEGO Retail Experience THE MISSION Make visiting the LEGO Store an exciting, engaging and playful shopping experience by bringing the LEGO brand promise of playful learning to life inside the LEGO Stores. UNDERLYING BUSINESS OBJECTIVE Design the LEGO Store as a place that not only sells one of the largest selections of classic LEGO products, exclusives and licensed goods, but also builds and enhances the brand image in an engaging and memorable way with fun. That means: Increase footfall and retain customers in the store longer by involving them in engaging activities and ultimately convert this to sales. Create lasting engagements with the brand leading to returning customers. Develop easy to play experiences that are quick, relevant and fun. Create unique experiences that have the potential to be talked about, go viral and generate PR, and ultimately drive people to the LEGO Stores again and again. Ideas will be judged upon fulfilling these objectives. BUSINESS OPPORTUNITY LEGO Group was recently ranked as the world s largest toy maker by Time Magazine, but being in the leadership position is not a reason to be complacent. LEGO Group sells the majority of their toys through classic retailers, both in-store and online. In the last years LEGO Group has been investing into building their own global network of more than 120 stores (both classic yellow and flagship stores) to date. Having their own retail locations allows the LEGO Group to connect with shoppers and children directly, build the brand (think of Apple stores) and allow for true hands-on play and experience to take place. THE LEGO PLAYBOX The LEGO Playbox is the first major idea created by the LEGO Group for the purpose of in-store engagement. It was launched in April 2015 in all European stores and currently operates in four North American stores as a test. The LEGO Playbox is a toolkit used by the store employees to foster engagement with shoppers and children. It contains basic LEGO bricks and elements that are built to create a real maze, elements to play topple tower and allow children to build anything they imagine with the help of customizable story starter sheets. We know children love competition, so games like How many LEGO minifigures can you build in a minute? and Whose LEGO Race Car will go faster and further? can fuel this need. See supplemental material for more information.

3 BE THE PLAYFUL ONE CREATE GREAT SHOPPING EXPERIENCES. TARGET GROUP The two most important demographics for LEGO Brand Retail: shoppers and children. LEGO Brand Retail is looking for creating an environment that is fun, engaging and unique for shoppers and children together. Neglecting any one of these two would not sustain the great shopping experience that LEGO Group desires to deliver to its shoppers globally. THE LEGO SHOPPER PROMISE Create a relevant and consistently awesome LEGO Experience on every shopping mission. BRAND PURPOSE Fuel creativity and imagination. BRAND CHARACTER Imagination, Fun, Learning, Caring, Quality, Creativity. BRAND MISSION Inspire and develop the Builders of Tomorrow. BRAND SLOGAN Joy of building. Pride of creation. THE TASK (CHOOSE ONE OR SEVERAL OF THESE TASKS) 1. Develop a Logo, branding material and communication ideas around the LEGO Playbox. 2. Create a new game for the LEGO Playbox, or expand one of the existing in-store games into the digital universe. 3. Develop new ideas that create awesome shopping experiences at LEGO Stores, according to the above mentioned business objectives. DO S Must be realizable globally. Must involve LEGO Bricks, elements and minifigures. Must target shoppers and children. Must be engaging for a larger community. DON TS Avoid using Legoland (though it is a brand, Merlin owns the park business). Avoid using predictable building events. Avoid individualization of the product.

4 BE THE PLAYFUL ONE CREATE GREAT SHOPPING EXPERIENCES. MEDIA ASSIGNMENTS (All assignments are based on the main brief) LOGO DESIGN (SINGLE OR CAMPAIGN OF 3-5 PIECES): Create a logo that can represent the LEGO Playbox. Present the design in both full-color and grayscale versions. BRAND COLLATERAL DESIGN (SINGLE OR CAMPAIGN OF 3-5 PIECES): Consider (but not limited to) point-of-purchase posters, fliers, shopping bags or displays promoting the LEGO Playbox, materials inside the LEGO Playbox (brochures/leaflets with play directives and story starters or anything else you think fits) and of course the box itself. Entries may create a new logo for the LEGO Playbox. GAME DESIGN: Develop a game which can be integrated into the LEGO Playbox. This can be a physical game or physical with digital elements (remember: the interaction with actual LEGO bricks has to be a major part!). It should be engaging, easy-to-learn for the target group and ideally work with groups. EXPERIENTIAL DESIGN AND PROMOTION: Think of something which creates memorable experiences for shoppers in the LEGO Stores. Consider (but not limited to) interactive installations, ambient installations, floor graphics, signage, digital screens, live stunts, competitions and events. All ideas should be innovative, engaging and fun. However, they can go into two directions: scalable for all LEGO Stores worldwide or special one-off ideas which are likely to go viral and generate PR for the LEGO Stores. OTHER IN-STORE IDEAS: In this category, you are free to use any media and create anything, aligning with the business objectives. All ideas have to take place in the LEGO Stores.

5 ENTRY INSTRUCTIONS 2016 INFORMATION & RULES DIGITAL FILES FOR UPLOAD You must upload digital files for ALL entries. This will be required during the online entry process. Depending on the category, digital images or videos are accepted for judging. NOTE: Digital Images will be required for video entries as well, but they will not be used for judging. IMAGES High resolution JPEG 5MB maximum RGB color mode 2400 PX JPEG RGB The longest side should be between pixels 2400 PX UNDER 5MB OVER 5MB VIDEOS Quicktime files (.mov) H.264 compression 1920 x 1080 No more than 8196 kbps No slates before the video 16 X 9 H.264 COMPRESSION UNDER 8196 KBPS.MOV.MP X 1080 RECOMMENDED (1280 X 720 MINIMUM) NAME SCHOOL NAME DATE VIDEO DURATION NOTE: For Print entries, submit your work as digital images.

6 ENTRY INSTRUCTIONS 2016 INFORMATION & RULES ENTRY FEES $40 USD per entry (regardless of single or campaign). Students can enter more than one entry in the same or different categories. (e.g. 1 entry in Logo Design and 1 entry in Game Design = $80 USD.) There will be a $10 USD late fee added to each entry registered after the March 4, 2016 deadline. NOTE: Payments must be received by The One Club within 14 days of the date on your invoice. PAYMENT OPTION A: Students register and pay for their own entries. This can be done in two ways: 1. ONLINE PAYMENT: At the end of the online entry process, pay online using a Credit Card. 2. OFFLINE PAYMENT: At the end of the online entry process, select OFFLINE PAYMENT and send in a Check or Money Order to The One Club, along with a copy of the invoice. OPTION B: Students register the entries and the school pays for the submission. This can be done in two ways: 1. GROUP PAYMENT CODE: With this method of entry, a customized Group Payment Code can be created for schools and classes. Students can use this code to enter their own work as individuals, and then when the school administrator is ready, the code can be turned off and one invoice will be generated for all of the student entries. NOTE: A cap can be placed on the number of times the code can be used. 2. OFFLINE PAYMENT: Students choose the OFFLINE PAYMENT option at the end of the online entry process. The school then collects the invoices from all students and sends them in with the total payment. OPTION C: The school registers and pays for their students submissions. This can be done in two ways: 1. ONLINE PAYMENT: At the end of the online entry process, the school pays online using a Credit Card. 2. OFFLINE PAYMENT: At the end of the online entry process, the school selects OFFLINE PAYMENT and sends in a Check or Money Order to The One Club, along with a copy of the invoice.

7 ENTRY INSTRUCTIONS 2016 INFORMATION & RULES DEADLINE All entries must be ENTERED in the online entry system by March 4, ENTRANT ELIGIBILITY Entrants must be college students or enrolled in an accredited advertising, graphic design or other academic program. Students do not have to be a member of The One Club in order to participate in the Young Ones Competition. Entrants from non-accredited advertising or design programs must be approved by The One Club prior to the submission of entries. NOTE: You are NOT eligible if you are working at an agency as a copywriter, art director or other professional position. Interns may seek approval. WINNERS The finalists will be contacted in April Pencil awards will be presented during The Young Ones Education Festival in May 2016 in New York City. USAGE RIGHTS The One Club will act as a liaison to ensure that the client will contact the students if they decide to publish or produce any work entered in this competition. TERMS AND CONDITIONS All entries become the property of The One Club and will not be returned. All finalist work will be retained by The One Club for use in the One Show Annual. The entrant also grants permission to The One Club to show or license others to show, edit and publish the entries at such times and in such manner and media The One Club deems appropriate. The decisions of the One Show Judges are final, including determinations as to eligibility.