LEGO: Build Together, Race Together Campaign

LEGO wanted to engage with a new audience segment—speed enthusiasts and car lovers—while staying true to its brand essence of endless creativity. Our goal was to craft a multifaceted experience that would resonate with both LEGO fans and the wider community, blending the worlds of play and adrenaline.

To kick-start the campaign, we orchestrated a life-sized LEGO unboxing event that wowed attendees. At the core of the event was a dream car generator built entirely of LEGO bricks, unveiled by 3 car experts in a surprise stunt that captured the attention of influencers and fans alike. We followed this with mall activations across five UAE locations, giving more people a chance to experience the magic of LEGO on a grand scale.

Our influencer and media seeding programmed amplified the campaign, targeting fast-car influencers and media outlets to boost campaign visibility.

With creativity at its core, the "Build Together, Race Together" campaign succeeded in blending the playful spirit of LEGO with the high-octane world of fast cars.

With LEGO, the only limit is your imagination.