LEGO® World Cup · Mexico & Brazil
Turning football fever into a moment for play
With the World Cup capturing attention across the region, LEGO had an opportunity to become part of the cultural conversation through a campaign that connected the excitement of football with the creativity of play.
I worked on the campaign’s ecommerce and digital content, adapting the World Cup moment into a LEGO experience that felt timely, engaging, and consistent across touchpoints.
Bringing Match-Day Energy to the Digital Shelf
The campaign translated the energy and excitement surrounding the tournament into LEGO’s digital presence, using football-inspired creative and messaging to make the brand feel part of the moment.
Across assets, the challenge was to balance a highly recognizable global sporting event with LEGO’s own playful visual identity — creating content that felt relevant to football fans while remaining unmistakably LEGO.
The visual system brought together LEGO’s playful identity and the energy of the World Cup, using iconic players, football cues, bold color, and product storytelling to connect with both LEGO fans and football audiences.
One Campaign, Multiple Markets
A consistent campaign system was adapted across Mexican and Brazilian retailers, maintaining LEGO’s visual identity while responding to different platform formats, content requirements, and shopping experiences.
Campaign creative was adapted across multiple banner formats and retailer placements, creating a consistent World Cup presence throughout the digital shopping journey.
Optimizing the Path to Purchase
Beyond the campaign experience, I optimized key product detail pages to improve product discovery and help shoppers explore the full LEGO Football collection.
Search & Title Optimization
Product titles were optimized with relevant football keywords and clearer product information to strengthen organic search visibility and make each set easier to discover.
Cross-Sell & Collection Discovery
Custom cross-sell imagery connected individual PDPs to the wider Football collection, encouraging shoppers to discover additional sets while strengthening visibility across the range.
The Results
By connecting campaign creative with an optimized digital shelf, the experience extended beyond visual storytelling — helping LEGO gain meaningful visibility around one of the year’s biggest cultural moments.
TOP 3
Unbranded Search · “Mundial”
TOP 10
Organic Search · “FIFA”