MINIFIGURE SPEEDWAY

LEGOLAND® Windsor was about to open one of its most exciting rides ever - the world’s first LEGO® themed duelling rollercoaster that not only races forward but also races in reverse. It was our job to make a super fun campaign to get people racing there to ride it.

THE DISRUPTION\

Instead of just showing rollercoasters racing, we showed imaginations racing.

With a 360 campaign, we showed that this is the first rollercoaster in the world to be powered by imagination.

Inspired by the minifigures on each team, we released banana and popcorn power to the world across TV, digital, social and OOH, including a takeover of Waterloo train station. As part of the campaign, we also turned the London Underground into a race, pitting one side of the escalators against the other.