BUILD THE THRILL

LEGO x F1 PARTNERSHIP

BRIEF
Formula 1 is one of the biggest and most intense sports in the world, fueled by speed and constant competition. The LEGO Group had a lot to gain from partnering with F1, but in a sport defined by heritage and precision, we needed to walk a fine line: bring the lighthearted joy of the LEGO brand while still showing that we get the sport, raising awareness of the partnership.

IDEA
Working alongside OLA and M&C Saatchi Sport + Entertainment London, we put play in pole position by launching LEGO’s first ever TikTok collab account with F1, backed by a global content engine across Instagram and YouTube Shorts. Under the banner 'Building the Thrill,' we activated a full 360 ecosystem, spanning owned, paid, earned, and shared channels worldwide - complete with influencer kits, e-commerce, and in-store takeovers.
We also injected the spirit of play into every corner of the F1 calendar: from custom LEGO trophies on the podiums and community fan zones at the tracks, to a LEGO Cadillac for post-race celebration laps. The crown jewel of the campaign? Reimagining the Miami Grand Prix Drivers' Parade by unleashing 10 life-sized, fully drivable LEGO Speed Champions F1 cars onto the grid for our drivers to have fun and let loose with!

EXECUTION
Hundreds of culture-first social and immersive/experiential content for the ‘Build The Thrill’ LEGO x F1 Global TikTok Collab account, LEGO Global Instagram and Youtube Shorts accounts as well as countless videos, memes and interviews that took the F1 world by storm in a way we could only dream of.

MY ROLE
Social Creative Lead, Concept development, Pre-Production, Production and Post Production Oversight and Self-certified F1 fanatic

RESULTS
244.4M social views, 236M new shoppers to LEGO.com, 249M earned views, 1.1M new followers across accounts, £0 media spend. 12.6BN impressions in 30 days (Miami Drivers Parade) and 34BN Potential PR Earned reach (7-day reports from Partnership announcement, product reveal event, Miami Drivers’ Parade, Silverstone Podium)

AWARDS
GOLD - The One Show Awards 2026 - Brand-Side / In-House: Brand Partnerships
BRONZE- The One Show Awards 2026 - Experiential & Immersive: Events/ In-Person
MERIT - The One Show Awards 2026 - Experiential & Immersive Innovation: New Ideas in Experiential & Immersive
MERIT - The One Show Awards 2026 - Brand-Side/ In-House Experiential / Immersive/ Events
MERIT - The One Show Awards 2026 - Experiential & Immersive: Brand Partnerships
BRONZE - The Clio Awards 2026 - Partnerships & Collaborations
SHORTLIST- The Clio Awards 2026 - Experience/ Activation: Special Build
SHORTLIST - The Clio Awards 2026 - Creative Disruption: Experience/Activation

CASE STUDY

SOCIAL SNAPSHOT