THE LEGO® FORMULA 1® SEASON & DRIVERS’ PARADE

Formula 1° Collection Formula 1° is one of the biggest and most intense sports in the world. Buta | sport defined by heritage and precision doesn't leave much room for play. With the F1° and The LEGO® Group partnership, our role was to put “play in pole position” and tell the world that The LEGO Group was ready to bring something new to the world of F1°. ” HIGHLIGHT MOMENT LEGO F1® Miami Grand Prix Drivers’ Parade We brought ‘Build the Thrill'to the track with brick-built, life-sized LEGO F1° cars for drivers to race during F1° Miami Grand Prix Drivers’ Parade. With its mix of playful humor and adrenaline focused fun, the LEGO F1° ‘Build the Thrill’ campaign proved that play is a driving force — redefining culture and bringing together fans of all ages in unexpected ways. The drivers couldn't help themselves but NEW SHOPPERS TO LEGO. COM play. They took short cuts, smashed into channels across the globe shared " each other (to our hilarious horror) and had Influencer packages, ecommerce and the time of their lives. The memes, videos and reactions to the parade broke out of in-store materials that prompted consumers to play. ‘Build the Thrill’ also the F1® world and into mainstream media. It extended to key moments embedded in . was just one of the many moments F1° culture where we infused extra | } throughout the season that proved when playfulness like podiums, fan zones at the world of LEGO play meets F1® we create races, and our biggest task of the year, SOCIAL VIEWS large-scale impact. Owned, Paid, Earned and Shared REUTERS HYPEBEAST sky Beg} FSTOMPANY CheNewjorkimes [JI GER) ESrim G@ Mashable FORTUNE Newsweek Stuff CNN TheAthletic AdAge Forbes Ts HES