LEGO

LEGO Vehicles 2023

An interactive brand activation featuring race challenges, play areas & a custom LED-wall game for designing vehicles.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

LEGO® tasked us with creating an interactive activation that would bring the LEGO® Vehicles range to life within a retail environment. The experience needed to move beyond static product displays by encouraging children to build, test, and customise their own creations while increasing engagement with the LEGO® Vehicles range.

The solution

We conceptualised, designed, and built an immersive vehicle-themed experience centred around the campaign idea, "Make Dream Cars Real." The activation combined product displays, free-build stations, racing challenges, and a custom-built digital experience known as the Dream Car Generator.

Guests could design and build their own vehicles, test them on the X-Track racing course, explore a large free-build pit, and interact with the Dream Car Generator, where their custom vehicle concepts were brought to life through an interactive digital experience. The activation also showcased a range of LEGO® Technic and LEGO City vehicle sets, creating a hands-on environment that encouraged creativity, participation, and product discovery.

The result was an engaging experience that combined physical play with digital interaction, giving children the opportunity to become vehicle designers while creating strong engagement with the LEGO® Vehicles range.