Audience: EVERYONE
Attention: The bright colors of the ad draw you in, then when you see the ad, the shape of the LEGO isn't what the shadow reflects. It involves a double take to see what the the ad is really showing.
Interest: The need for fun is evoked. LEGO provides amusement that can last for hours.
Desire: It plays on the inner desire to express yourselves and create new ideas and give them shape.
Action: The action to play is thrust upon you. If there were a few random blocks of LEGO just lying around, there isn't anyone that would not pick them up and begin to build something.




Audience: Paper Users
Attention: It has a shock factor; there is only one tree left standing and the faller is about to cut the last tree down. A dramatization of what is really going on.
Interest: It is different from regular environment ads because it over exaggerates what is really going on. It makes you have the emotional need to change what your doing and become environmentally friendly, because the world is at risk.
Desire: To help save the forest.
Action: Do the world a favour, use less paper. Alternative way to send messages.