Lego partnered with football stars Lionel Messi and Cristiano Ronaldo and Kylian Mbappe and Vinicius Junior ahead of the World Cup. The company launched the “Everyone wants a piece” campaign to introduce a new collection of buildable sets. The advertisement shows the four players competing to build a Lego version of the tournament trophy. A young boy eventually steps in to complete the structure and places his own customized figure on top.
The new Editions range focuses on individual players rather than just the teams. Each set features a player specific design built on a letter shaped base. The bases are decorated in their respective national team colors. The sets include mini figures and display plaques and hidden details referencing their career milestones.
The products allow fans to build and display their favorite athletes in brick form. This initiative aims to inspire young fans through play and shared passion for the sport. The player figures are currently available for purchase ahead of the global tournament.
Campaign Name: Everyone wants a piece
Agency Name: Not mentioned
Brand Name: Lego
Location: Global
