LEGO: F1

Two campaigns that turned motorsport passion into hands-on building, online with Build the Thrill and trackside at Silverstone with Petals Meet the Podium.

Build the Thrill asked seven creators to translate the tension and drama of a race into high-energy LEGO builds. The content got fans building their own F1 moments and hit a 6.19% engagement rate.

For Petals Meet the Podium, we took LEGO Botanicals to the British Grand Prix. The Botanicals truck rolled round Silverstone as a cheeky florist, crowning winners and fuelling rivalries, while creators took on the wreath challenge. Their content drove footfall to the pop-up at an £8.76 CPM.