LEGO Build the Thrill with F1

Client: LEGO

This LEGO campaign pioneered branded content on TV with 'F1 Kids', redefining motorsport viewing for families. Partnering with Sky Sports, LEGO co-created a first-of-its-kind live F1 broadcast featuring child commentators, simplified storytelling, and playful graphics. This integrated approach went beyond sponsorship, embedding LEGO's purpose into the core content. By empowering kids as confident guides, this initiative became a natural, credible TV platform for family co-viewing, transforming F1 into an intuitive, engaging play experience.