LEGO 24 Hours of Le Mans
Making a brand part of an iconic cultural moment.
What we did
- Use the 24 Hours of Le Mans as a natural platform to showcase LEGO’s automotive and racing range.
- Create an immersive branded pop-up within the technical and spatial constraints of the event’s partner village.
- Curate products and experiences around the racing context, making the activation feel native to the event.
- Coordinate press and creator activations with the PR agency, leveraging talent and media already attending Le Mans to maximize impact and efficiency.
- Develop playful activities adapted to a young and family audience.
