Entered by: M+C SAATCHI SPORT & ENTERTAINMENT

On Sunday 4 May 2025, the LEGO® Group didn’t just show up at the FORMULA 1 MIAMI GRAND PRIX, it rewrote the rules for brand partnership storytelling.

In a world-first moment fusing motorsport and engineering with play and imagination, 10 fully drivable, near-full-scale LEGO® big-build cars representing every Formula 1® team – took to the track during the official Drivers’ Parade, each driven by an F1 driver.

This was more than a build.

More than a race.
More than a headline.

It was the most ambitious, boundary-breaking, history-making activation in LEGO® Group history – and a defining moment for partnership marketing on the world stage.