The Problem
LEGO makes incredible cars. But most kids didn’t see them that way.
To motorheads, LEGO cars were static — fun to build, not fun to drive.
They’d proudly build them… and then leave them on the shelf.
The thrill? Found elsewhere — in RC cars, video games, or die-cast brands.
To motorheads, LEGO cars were static — fun to build, not fun to drive.
They’d proudly build them… and then leave them on the shelf.
The thrill? Found elsewhere — in RC cars, video games, or die-cast brands.
We weren’t competing for attention.
We were competing for adrenaline.
We were competing for adrenaline.
The Insight
Kids love cars not for their engineering, but for the feeling: speed, chaos, sound, freedom.
So if we wanted kids to play with LEGO cars, we couldn’t just show them being built —
we had to show them in action.
So if we wanted kids to play with LEGO cars, we couldn’t just show them being built —
we had to show them in action.
And not just one car.
Kids’ tastes change daily. Today it’s a monster truck. Tomorrow, Formula 1.
So we needed to show the full range, moving fast and loud.
Kids’ tastes change daily. Today it’s a monster truck. Tomorrow, Formula 1.
So we needed to show the full range, moving fast and loud.
The Story We Told
“Drive What You Love” was LEGO’s first global passion-point campaign for cars.
We created an epic, full-throttle film that celebrated every kind of LEGO car — from Speed Champions to Technic — racing not on streets, but through a real home.
We created an epic, full-throttle film that celebrated every kind of LEGO car — from Speed Champions to Technic — racing not on streets, but through a real home.
Shot as a cinematic thrill ride, the campaign turned everyday objects into a racetrack.
LEGO cars screamed past cereal boxes, mirrors, and living room floors — reflected like real vehicles, with every turn dripping in style and speed.
LEGO cars screamed past cereal boxes, mirrors, and living room floors — reflected like real vehicles, with every turn dripping in style and speed.
The message was simple: If you love cars, LEGO has yours.
The Outcome
The campaign didn’t just raise awareness — it redefined LEGO as a serious player in car play.
By turning shelf-sitters into action toys, we invited a new generation of builders to build, race, crash, repeat.
And we reminded parents that the best car toys aren’t just built.
They’re played with.
By turning shelf-sitters into action toys, we invited a new generation of builders to build, race, crash, repeat.
And we reminded parents that the best car toys aren’t just built.
They’re played with.
We replaced passive admiration with pedal-to-the-brick passion.
Making off
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