LEGO FORMULA 1 INFLUENCER PACKAGING

The LEGO F1® ‘Build the Thrill’ PR package blended the playfulness of the LEGO® brand and the sleek branding of F1®. A LEGO brick F1® track graphic wraps around the lid to give the illusion of an F1® circuit.

As the lid is lifted a surprise is revealed…  

Two panels slowly fall open into the starting lights and the grid of an F1® track the perfect size for the 3 included LEGO F1® cars. The additional 'Brick Stop Box' inside of the starting gates offers three sets of LEGO racing tires. Designed to dazzle on camera, it's more than a PR package; it’s a gateway to endless play.  Unboxing videos and other fan content about the package reached over 10m views with no paid obligations.  

penta awards WINNER 2025!

GOLD AWARD 2025

Category: HOME, LEISURE & OTHER MARKETS

Brand: The LEGO Group x F1® ready to race

Credits: Associate Creative Director: Jesper Schreiner Thomsen
Sr. Art Director: Thomas Kristensen
Packaging Specialist: Lukas Brza
Sr. Copywriter: Becca Shuler
Sr. Art Director: David Lowe
Global Communication Partner: Giovanni Barzon
Sr. Global Communication Partner: Lino Fortes
Project Manager: Peter Brask
Sr. Global Influencer Strategy Manager: Gemma Albin
Global Influencer Strategy Manager: Lizzy Read