Formula 1 is one of the biggest and most intense sports in the world, fueled by speed and constant competition. The LEGO Group had a lot to gain from partnering with F1, but in a sport defined by heritage and precision, we needed to walk a fine line: bring the lighthearted joy of the LEGO brand while still showing that we get the sport. We decided our role was to put “play in pole position” and tell the world that The LEGO Group was ready to bring something new to the world of F1. We did this by telling fans to ‘Build the Thrill’ with a mix of playful humor and adrenaline focused fun. Owned, Paid and Shared channels across the globe propped up our message sharing Influencer packages, ecommerce and in-store materials. We knew we also needed to go further and get on the grid with key moments embedded in F1 culture. We added play into podiums, fan zones at races, and our biggest task of the year, The Miami Grand Prix Drivers Parade. The Drivers' Parade is a part of every race weekend. It usually involves the drivers standing on the back of a truck, waving to fans. It's mandatory, but rarely memorable. For our first major LEGO F1 moment, we decided to rebuild what the Drivers’ Parade could look like by building 10 life-sized, fully drivable LEGO Speed Champions F1 cars. These incredible builds were built by hand with 4 million LEGO bricks in Kladno, CZ and were flown across the globe to the Miami Grand Prix. Each team’s drivers shared a car and, unlike the complicated regulations of the sport, were only given one rule: have fun. The drivers couldn’t help themselves but start racing. The drivers took short cuts, smashed into each other (to our hilarious horror) and had the time of their lives with “the best drivers parade ever”, according to Lewis Hamilton. It was an activation created by a few people saying, ‘you know what would be fun’ and smashed our expectations out of the grid. Countless videos, memes and interviews took the F1 world by storm in a way we could only dream of. It was just one of the many moments that proved when the world of LEGO play meets F1 we create large-scale impact. The LEGO F1 ‘Build the Thrill’ campaign proved that play is a driving force. Redefining culture and bringing together fans of all ages in unexpected ways.