United By The Love Of Racing

United by the Love of Racing 🏁
Global Communication Campaign | Role: Strategic & Creative Lead

"United by the Love of Racing" was a global campaign for LEGO Technic Racing, blending cinematic storytelling and interactive entertainment to unite generations through their shared passion for motorsport. At its heart, the campaign showcased how LEGO Technic isn't just about building cars — it's about building connections.

My Role:
As Strategic and Creative Lead, I developed the communication strategy and co-led the creative direction, ensuring the storytelling resonated emotionally with both parents and kids. I shaped the narrative arc, messaging, and tone to bring the world of racing to life in a way that felt authentic, aspirational, and deeply human. I worked closely with creative, media, and brand teams to align execution with the strategic intent.

Campaign Objective:
To increase brand awareness of the LEGO Technic Racing portfolio among parents of young racing fans. The campaign aimed to position LEGO Technic not only as an exciting toy, but as the ideal way to connect with their children through hands-on play, storytelling, and shared passions.

Key Deliverables:
🏁 Global hero film (broadcast and digital)
🏁 Digital and social media content suite
🏁 Global communication toolkit for local market activation
🏁 Experiential entertainment content and behind-the-scenes storytelling

Results:
🎯 +9% lift in brand awareness among target audience
🎯 Reached 15+ million viewers globally
🎯 Increased engagement across digital platforms by 12%
🎯 Positive sentiment score of 91,4%