Lego took to the track at the Miami Grand Prix this weekend with 10 life-sized, drivable, Formula One-style cars, as part of the brand's multi-year partnership with F1.
As part of the activation, F1 drivers got behind the wheels of the Lego cars, taking them for a spin around the circuit during the Drivers’ Parade ahead of the championship race earlier this week (4 May). The cars replicate the designs of those operated by the 10 Formula One teams, including their logos and colour.
The content around the brand activation was created by Lego's in-house creative and strategic agency, Ola (Our Lego Agency).
The vehicles took 22,000 hours to put together at Lego’s Kladno factory, in the Czech Republic, and involved 26 designers, engineers and Lego builders, using 400,000 Lego bricks. The final versions of the cars, which weigh 1,500 kg, are capable of reaching speeds of 12 miles an hour.
The activity was part of the brand’s multi-year partnership with Formula One, which launched this season and will include further activations over the year. It also follows the launch of Lego's F1 Speed Champions product range.
Other brand partnerships with Formula One this year have included a campaign by Tag Heuer, which took over out-of-home sites in London to mark its return as the sport’s official timekeeper.
Julia Goldin, chief product and marketing officer at Lego Group, said: "This latest creative feat is a true testament to that, marking an extraordinary collaboration between the Lego Group, Formula One and its 10 teams.
"We know that large, drivable builds excite fans, and we’re thrilled by the response to unveiling all 10 at once. We hope these creations inspire everyone to see that with imagination and a Lego brick, anything is possible.”
In April, Lego launched a multichannel campaign called "Share what you love,” which was created by Immediate Media and Publicis One, and appeared across Immediate Media's brands.
Emily Prazer, chief commercial officer at Formula One, added: “As a sport synonymous with innovation and pushing boundaries, it was amazing to see another first for our sport as the big builds made their way around the track in the hands of the best drivers in the world.
“Our partnership with the Lego Group enables us to inject a lot of fun into the Grand Prix experience and engage new audiences, and we can’t wait to see what else we can dream up together.”
The Lego Group appointed Publicis One as its global media buying and planning agency of record following an 18-month competitive pitch process last year.
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