lots of things becoming one big thing

Team One Advertising for Lexus.


DDB Dusseldorf for Ikea.



StrawberryFrog for Asics.

I was surprised to find out just how many agencies employ this tactic of using many smaller things to make one big thing; the only other work I have seen like this has all come out of Fallon offices (and usually the one in London). Even Team One made an impressive commercial for Lexus using this strategy, and the majority of their work for Lexus was rather bland. The great thing about the "little things becoming a big thing" concept is that although a lot of ads are created using this strategy, every ad has the ability to look different and unique based on whatever smaller objects are used and how they are joined together. Also, there is no limit as to what kind of products can be advertised using this idea; you don't necessarily have to use the product you are selling as the little things or the big thing (though this is what Asics did by creating the shoe they were selling out of every object related to Japan and Japanese culture). What makes this strategy continually interesting and new, even though it is used a lot in advertising-is the versatility and the impressiveness of creating the "big" thing, as the end result is something that looks nearly impossible for the average person to complete. Also, there is a level of artistry associated with these kinds of ads; they create a visual piece of art made out of a household objects. It's a little bit like turning trash into treasure or making art that is more "for the people."