Lego China turned Shanghai’s daily commute into part of the race-day experience for the Chinese Grand Prix on 15 March, transforming Metro Line 11, the train route that runs directly to the Shanghai International Circuit, into a Formula 1-themed activation.
Dubbed 'The Lego F1 Metro Grand Prix', the campaign turns the train line into a moving scavenger hunt for fans travelling to the circuit. Train carriages are wrapped in bold Lego-style Formula 1 livery, with life-sized race cars designed to look as if they are bursting through the interiors. From the outside, the trains resemble a rolling racetrack carrying fans toward the venue.
The activation was created by Lego China’s in-house creative unit, Our Lego Agency, led by creative director Guo Jun and head of Lego Agency Asia Annie Boo. It forms part of Lego’s broader ‘Build the Thrill’ platform, which supports the brand’s global partnership with Formula 1 across 13 race stops.
Inside the carriages, Lego pit crew minifigures are positioned at the train doors, dressed in team colours. Sections of the train celebrate teams including Ferrari, Red Bull and Mercedes, recreated in Lego’s signature block-built aesthetic. The interiors double as a fan scavenger hunt, with more than 20 Easter eggs hidden for fans to find among the bright yellow, orange, and blue interiors.
The highlights include Roscoe's paw prints for Lewis Hamilton followers and a T-posing George Russell minifigure for the chronically online. Fans who tag Lego China on social media are entered in a draw to win prizes.
At Xujiahui Station, Lego installed a 550,000-brick display recreating key moments from Formula 1 history, turning the platform into a fan attraction. The installation was completed in 12 days. It also pops up on Chongqing Rail Transit Line 2, a well-known metro route that passes through a residential building.
The 2026 race is the 19th edition of the Chinese Grand Prix. The circuit first joined the Formula 1 calendar in 2004 and returned in 2024 following a four-year absence due to the pandemic.
Campaign's take: A highly photogenic, playful and unmistakably Lego idea to meet fans on the exact route they take to the race. A visual spectacle that bursts with the bright, blocky colours synonymous with Lego and almost guaranteed to spark the race-day buzz long before fans reach the circuit.
Credits
Head of LEGO Agency Asia: Annie Boo
Creative Director: Guo Jun
Associate Creative Director: Shuang Sun
Senior Art Director: Jace Wang
Copy Writer: Jiehao Xian
Senior Project Manager: Jingjing Zhang
Business Partnering & Ops Director: Violet Wang
Senior Channel Strategist: Josh Qiao
Source: Campaign Asia-Pacific
