A secret mission. A ticking clock. 10 cars, 20 F1 drivers and over 4 million LEGO Bricks.
16m
organic trailer views
77%
said the film sparked imaginative play
80%
said it inspires children to dream big
72%
of parents said it would inspire their child to build more ambitious projects.
CHALLENGE
Tell the making-of story of a top-secret, world-first build without becoming a corporate promotional film: ten life-size, drivable LEGO Formula 1 cars.
APPROACH
Created in the style of a playful, self-referential heist movie, Bricks on Track captured an epic build against the clock and revealed Formula 1 icons in unguarded, joy-filled moments, celebrating the idea that if you can imagine it, you can build it.
IMPACT
Broadcast around the world on Sky Sports F1, Viaplay, FOX Sports, Tubi, Peacock and Markiza. Over 16 million views of the cinematic trailer on social and standout dial-testing response across major markets.
SYNOPSIS
Bricks on Track is the inside story of how a global team of creative mavericks set out to pull off an impossible heist. Build 10 full-size, drivable LEGO Formula 1 cars in secret – and deliver them to the Miami Grand Prix for the world’s best drivers to race in front of a worldwide audience. A family co-viewing TV special (60 minutes) that broadcast and streamed around the world on Sky Sports, FOX Sports, Peacock TV, Viaplay and NOW and a social campaign that generated over 16 million organic views.
CREATIVE IDEA
A family co-viewing documentary special stylised like a self-referential heist-movie.
A celebration of human imagination, teamwork and the power of play.
A reminder, for kids and parents alike, that if you can dream it, you can build it.
LYNSEY ATKIN – SHOTS:
“In a world drowning in brand collaboration launches and po-faced celeb endorsements, this stands out not simply for the spectacle of it, but because it is sheer, 10/10 fun.”
