When you think of Lego, you probably picture mini figures and a pile of colourful bricks that can transform into anything from castles to spaceships. But during last week’s Miami Grand Prix, Lego decided to take their creative prowess to the next level, and what they pulled off was nothing short of spectacular.
In a collaboration as part of a multi-year global partnership with Formula 1, Lego unveiled an incredible stunt: 10 full-scale, drivable Formula 1 cars — all made from Lego bricks. Yes, you read that right. Not only were these cars life-sized, but they were also engineered to drive, and each one was an identical replica of the real-life F1 cars, complete with team logos.
The cars didn’t just sit there looking pretty, all 20 F1 drivers took to the wheel of these Lego creations during the Drivers’ Parade, driving at a respectable 12 miles per hour. The audience couldn’t help but watch in awe as these Lego cars raced each other and added an extra layer of excitement to the event.
Behind the scenes, this feat was a true labour of love. It took 22,000 hours and the collaboration of 26 designers, engineers, and Lego builders to bring these cars to life. A huge number of bricks were used – over 400,000 of them – and each car weighed in at 1,500 kg.
This partnership also marks an exciting chapter in Lego’s ongoing collaboration with F1. The brand’s multi-year partnership will continue to bring innovative and playful activations to future Grand Prix events, further bridging the gap between Lego’s world of creativity and the high-speed thrill of Formula 1. This activation also follows the launch of Lego’s F1 Speed Champions product range, which brings the excitement of F1 racing right into your living room.
It’s clear that Lego is pushing the boundaries of what’s possible, and with their clever tagline of “with imagination and a Lego brick, anything is possible,” it’s no surprise that this stunt was such a hit. Judging by the overwhelming reactions from fans, this was a campaign that was impossible to ignore.
Not only did Lego dazzle the crowds at the Miami Grand Prix, but they also made a lasting impression by showcasing their expertise in innovation, fun, and, of course, imagination.
