OUGD401 - Studio Brief 02 - Initial Idea 1

Idea One:
Lego is considered a universal construction toy, which is not made for any specific gender. However, recently the company have brought out a 'Lego Friends' series which is marketed specifically towards girls. This Lego Friends sets seem to be bringing in a new stereotype into the world of Lego, suggesting that these sets are specifically for girls and include scenes which are considered 'girly' such as a catwalk. This first idea is to combine the two worlds together and show the classic male figures in the Lego Friends world carrying out typically 'girly' things. This will then be used in contrast to the 'Friends' figures which will be shown carrying out typically 'manly' tasks, such as building construction. This idea aims to shatter the gender stereotypes which are produced by children from an early age, suggesting they already have a clear idea as to what jobs or toys are suitable for females. These will be in the form of advertisement posters and also aim to communicate how children need all skills producing from toys such as construction, technology, arts and crafts, etc to help in their development. For example, of fine motor, spatial, perseverance and social skills.

Alternative Idea: 
Show a single Lego figure rather than a whole scene and depict these in different uniforms and job roles, again aiming to shatter such gender stereotypes made (or forced upon) by children at a young age. For example, show a female figure wearing a construction uniform to show such jobs are not only aimed towards men.

Materials:
Use physical Lego construction kits and figures to produce these scenes and create more of an impact. These sets would have to be well-considered so that the same set can be used for multiple scenes - first consider the scenes and composition of the images.
If this proves to be too complicated, consider the use of collage, depicting each figure into different scenes, such as those suggested.

Audience:
These advertising campaign posters will be aimed at both adults, as well as children. The use of a well-known brand and child's toy would attract the attention of children who would instantly recognise the toy. This would mean that they engage more with the poster and start to realise that neither toys nor jobs have a gender. Adults, in particular mothers and fathers, would also engage with the advertisements in wanting their children to have freedom in what they play with, as well as helping with their development.