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, 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
SHORTLIST - Cannes Lions 2026 - Entertainment Lions For Sport: Sports Live Experience
SHORTLIST - Cannes Lions 2026 - Brand Experience & Activation: Live Brand Experience/Activation
SHORTLIST - Cannes Lions 2026 - PR: Use of events and stunts
SHORTLIST - Cannes Lions 2026 - Media: Use of events and stunts
SHORTLIST - Cannes Lions 2026 - Outdoor: Live Advertising and Events
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