The Lego tag here is "Imagine ... " but who would've imagined this? This FCB South Africa ad, titled "Periscope," has torpedoed the global competition to take the Press Grand Prix yesterday at the Cannes Lions International Advertising Festival. But it wasn't easy; in fact, it required a tie-breaking vote by jury president David Droga to put Lego over the top. The runner-up is an oddly stylish and sophisticated Levi's "Slim Jeans" campaign, from JWT India (click here for that). Of the Lego winner, Droga says it "brought alive the DNA of the brand, which is imagination. It's not a static piece of work, you have to look at it and participate. It explores and exploits the real essence of the brand, and despite being simple it has such depth to it