LEGO
EVERYONE WANTS A PIECE
The FIFA World Cup is one of the few moments that transcends sport and becomes global culture.
For LEGO, the opportunity wasn’t simply to sponsor the conversation—but to invite people to participate in it.
The challenge: How do you transform passive fandom into active creation?
Football fans don’t just consume the game.
They recreate it.
Debate it.
Remix it.
Imagine themselves inside it.
Especially in digital culture, fandom has become participatory.
“Everyone Wants a Piece” transformed the World Cup into a participatory brand ecosystem.
Not just a campaign—but a shared experience where football, creativity, and fandom could be physically built, digitally extended, and culturally remixed.
EXPERIENCE SYSTEM
The experience operated across multiple layers simultaneously:
• Physical — collectible builds and iconic objects
• Digital — social participation and creator culture
• Cultural — global football fandom
• Emotional — nostalgia, competition, identity
A phygital system designed for participation.
The TrophyAt the center was the FIFA World Cup Trophy.
Reimagined as a premium LEGO artifact, the trophy became more than a product—it became a symbolic object people could reconstruct, own, and emotionally connect with.
Building became part of the experience itself.
The campaign intentionally blurred physical and digital realities.
The hyper-realistic film sparked conversations around AI, CGI, and authenticity—creating a layer of intrigue that extended audience engagement far beyond the campaign itself.
At the same time, fans began creating and remixing their own versions online, organically expanding the experience through participatory culture.
The audience didn’t just watch the campaign.
They entered it.
Fans recreated scenes, generated their own versions, and extended the narrative across platforms—turning the campaign into a living cultural system.
role
Led strategic and experiential thinking.
Focused on how the campaign could evolve beyond communication—becoming a participatory ecosystem connecting product, fandom, creators, and digital culture.
This project reflects my approach to modern brand experiences: