FANTASTICAL
FOOTBALL
The LEGO Group served as a national sponsor of UEFA Women's EURO 2022, supporting the growth of women’s football and sharing in the ideals of inclusive play for all.
Fantastical Football was a key component of the campaign -a platform that removed the gender-based rules and expectations around football, injecting LEGO fun and creativity into the era defining tournament.
Fantastical Football was live at the tournament’s record-breaking opening game at Old Trafford, LEGOLAND® Windsor as well as the tournament fan-zone at Trafalgar Square.
Client: LEGO
Year: 2022
Role: Ideation | Art Direction
Creative Director: Charley Bailey
27K
Participated across the tournament
2.5M
Plays of the digital game
46.5M
Campaign impressions
“LEGO have similar goals to what we have in women’s football about being inclusive, stopping the gender stereotypes, making it more for everybody, and inspiring young kids to be creative and push their minds and their limits when they’re playing.”
- Lucy Bronze
Showing how the ‘play makes anything possible’ mindset can be applied to any situation.
We had guests engaging with the Fanatical Football world through a variety of touch-points: from from brick in hand builds to full scale, on-pitch activities.
Could you beat gravity as an Astronaut playing asteroid keepy uppies?☄️ 🚀
Throughout the activation we had crowds...
- Playing the Fantastical Football game* on the big screens.
- Building their own fantastical characters before placing them on the LEGO pitch or in our Hall of Fame display gallery.
- and really getting stuck into the action by participating in some Fantastical mini games on the exhibition pitch in Trafalgar Square!!