The four consecutive-page series—with long copies and minimal imagery—features: a LEGO brick on each page, accompanied by an imaginative scenario to communicate what kids see, when they look at a simple brick.
The text—similar to free-writing style (continuous writing, containing no pauses or interruptions)—effectively portrayed a never-ending flow of imagination.
Typography was kerned to keep the reader involved in the story.
The final-page of the ad featured a yellow brick with blank notepad lines, and a tagline that read: “Every LEGO brick tells a story. Build yours.”
[via Creativity Online]
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