Lego and Formula 1 celebrate the world championship’s return to Canada with an out-of-home activation at Union Station, where visitors are 33% more likely to attend auto racing events. Lego-fied Formula 1 race cars were featured on vinyl wraps decorating the floor and wall columns, as if lined up on the starting grid. Meanwhile, a bold digital campaign showed Lego race cars speeding across the Moat’s screens, revealing an invitation for commuters to Build the Thrill. The high-octane campaign excited Lego and Formula 1 fans alike, garnering over 16 million impressions in four weeks.
