Lego has made history in the Formula 1. As a plurianual sponsorship agreement with the car competition has conquered on Sunday, May 4, the Driver’s Parade, the usual pilot parade prior to the race, in Miami with large and conductive replicas of the cars of the ten teams of the tournament.
LEGO has turned the appointment into a showcase, not only of its product, but also of its engineering team, its capacity for innovation and its purpose of promoting the creativity. The action, as the company expresses in a statement, to celebrate the collaboration of both brands and create memorable experiences and moments for sports fans.
It has been a unique activation, since it is the cousin time that Lego produces Several caring cars at the same time and that are driven simultaneously by several Formula 1 pilots. And it is that 20 pilots of the competition, including Carlos Sainz, Charles Leclerc, or Max Verstappen, completed a return with the cars of their respective teams as part of the parade.
As Lego has shared in a statement, the action has required the work of 26 designers, engineers and builders of Lego for more than 22,000 hours. The cars have been made on a scale of almost 1: 1 and each has consisted of almost 400,000 bricksand weigh 1,500 kilos. They have been held at the Kladno factory, located in the Czech Republic, and are able to reach 20 km/h. They show the details of the cars, including the sponsor logos and authentic tires.
Each of the designs of the conductive Lego cars has been based on the Lego F1 Speed Champions Lego range, a collection in collaboration with Formula 1 presented at the end of last year. To make it known, the brand He installed a store around the circuit, with the intention of bringing the product to fans.
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“In Lego we constantly strive to exceed the limits of the possible“said Julia Goldin, product director and marketing of the Lego Group.”This last challenge is a faithful testimony of it. We know that big conductible constructions have an unmatched capacity to arouse emotion among fans. We hope that these unique creations reinforce that idea with the imagination and a lego brick in hand; Creativity has unlimited possibilities”.
For its part, from Formula 1 they point out that the initiative has Combined sport, innovation and overcoming limits. “Our collaboration with Grupo Lego allows us to add a lot of fun to the experience of the Grand Prix and connect with new audiences, and we are looking forward to seeing what else we can create together”; Emily Prazer, Commercial Director of Formula 1, has pointed out.
The action has had the collaboration and participation of the teams and their pilots, who have shared on their social networks the fun moment of the return to the circuit, 5.4 kilometers long, while greeted the fans present.
The video shared by Lewis Hamilton accumulates at the time of writing this news, 4.7 million views.
After the conclusion of the Miami Grand Prix, the ten replicas of the cars will make A world tourwith appearances in future races and other moments of the Formula 1 calendar.
