We needed to create a bold, earned-first moment to persuade supercar and motorsport enthusiasts alike that LEGO Technic is a high-end, aspirational product designed to fuel their passion—while also shifting broader perceptions that LEGO is only for children.

So, to launch the 1:8 LEGO Technic McLaren P1 set, we created a bold earned-first PR moment designed to capture global attention: a fully drivable, life-size replica McLaren P1, built entirely from LEGO Technic elements.

Constructed from 342,817 pieces and brought to life by 23 LEGO and McLaren engineering experts over 8,344 hours, demonstrating the scale, precision and innovation behind LEGO Technic.

But could this pioneering special build take on a high-performance racetrack? Never achieved before, it was thought to be impossible.

To disprove the doubters, we put world-famous Formula 1 superstar Lando Norris behind the wheel to speed test this one-of-a-kind build on the legendary Silverstone track, for the ultimate test of structural integrity. One high-net worth driver. Two brands renowned for precision, engineering mastery and excellence. A high-octane, high-stakes live spectacle that couldn’t afford to fail.

The stunt transformed a product launch into a global media phenomenon, with a headline-grabbing idea as audacious as it was ambitious - generating engagement and sparking conversation far beyond the toy aisle, delighting audiences across motorsport, tech, and engineering communities, and cementing LEGO Technic’s place as a serious player in the world of performance design.

The results: 15 billion media impressions worldwide, 30 million social engagements and over 1.3 million visits to the LEGO.com product page, all fuelled by an engineering marvel that captured imaginations worldwide.