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The campaign recently won several awards at the Cannes festival for the creatives at Ogilvy Bangkok.
'Lego's ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future,' Ogilvy Thailand vice chairman Nopadol Srikieatikajohn told Ad Freak.
The Dark Knight is a 2008 superhero film directed, co-produced, and co-written by Christopher Nolan.
Featuring the DC Comics character Batman, the film is the second part of Nolan's The Dark Knight Trilogy and a sequel to 2005's Batman Begins, starring an ensemble cast including Christian Bale, Michael Caine, Heath Ledger, Gary Oldman, Aaron Eckhart, Maggie Gyllenhaal and Morgan Freeman.
In the film, Bruce Wayne/Batman (Bale), Police Lieutenant James Gordon (Oldman) and District Attorney Harvey Dent (Eckhart) form an alliance to dismantle organized crime in Gotham City, but are menaced by a criminal mastermind known as the Joker (Ledger) who seeks to undermine Batman's influence and create chaos.
Nolan's inspiration for the film was the Joker's comic book debut in 1940, the 1988 graphic novel The Killing Joke, and the 1996 series The Long Halloween, which retold Two-Face's origin.
The "Dark Knight" nickname was first applied to Batman in Batman #1 (1940), in a story written by Bill Finger.
Batman finds Lau in Hong Kong and brings him back to Gotham to testify, allowing Dent to apprehend the entire mob. Before he can, however, Dent announces that he is Batman.
But instead of wearing the clothes of their chosen careers, each kid's costume is made entirely out of Legos.
In each of the ads, the Lego costume is only half-finished, coming up just high enough to get the point across while still showing the tiny child inside. In one, a small child is nestled inside a spacesuit, placing a white brick on the unicorn just about the adult-sized hand using an adult-sized helmet.
Lego isn't a brand that is typically associated with playing dress-up — that's more Barbie's bag — but the building block brand has harnessed the visual power of costumes for its latest campaign.
With the tagline 'Build the future', the ads depict children pretending to be rock stars, astronauts, and firefighters.