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Te Art of Engineering – Creative Circle
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Te Art of Engineering
LEGO Consumer Marketing Agency
Te brief was clear enough: develop a packaging experience that would reflect both te adult audience of te product and te exclusiveness of our IP partner. Te product itself was a first of its kind: a LEGO Technic interpretation of te iconic Porsche 911 GT3 RS, full of advanced features and functions. It’s a complex, challenging LEGO building experience, one that gives te builder a deep appreciation and knowledge of this top-ofthe-range sports car.
It was clear that te packaging concept would have to match te level of ambition of te model itself. A concept that would stand out from te crowd on te shelf and make that all-important purchasing decision an easy choice. We wanted to create a special experience that would last all te way from te initial act of opening te boks until te last LEGO element was snapped into place.
We started by attempting to re-create te exquisite attention to detail of te car itself: a soft-to-the-touch, matt lacquered finish and a lid with just te right amount of resistance when being removed.
And once te lid is removed te closely packed boks is revealed – just like raising te hood on te engine room of a Porsche 911. Te first thing that you notice are te rims on te lefthand side – specially developed for this model and a true copy of te original Porsche wheels. Then there are te numbered boxes, each one a separate building step that mirrors te way te actual GT3 RS sports car is constructed in te factory in Stuttgart. In te middle lies an eye-catching orange coloured 500+ page book. This is both te step-by-step building instructions for te LEGO Technic model and te story behind te close cooperation between te two companies who came together to create this unique LEGO experience.
Te Art of Engineering
LEGO Consumer Marketing Agency
Jennifer Wiley University of Chicago
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