Objective

LEGO wanted to get young teen boys engaged with their F1 partnership. Problem was, teen boys were predominantly on TikTok. And LEGO wasn’t.
They needed to kick start their own TikTok presence, in a way that would gain attention from this increasingly hard to reach audience.

Insight

We knew if we were playing in TikTok, we had to play by its rules.
And so we set aside the usual style of LEGO comms, and developed a new global character that wasn’t afraid to get weird and awkward and challenging and mischievous. All the things we knew our audience loved on the channel.

We created the minifig megafan - as obsessed with formula 1 as he was with lego, he would stop at nothing to get closer to both. The Minifig Megafan made his way around the world, getting into tiktok style trouble at every grand prix, and racking up over 100 million views in a matter of weeks.