Everyone wants a piece

The challenge

To celebrate the FIFA World Cup 2026, LEGO wanted to inspire children and football fans across Belgium through an engaging campaign that connected creativity with the world’s biggest sporting event.

Golazo Brands developed and delivered a nationwide activation that combined a school competition with an immersive LEGO Fan Village, bringing the campaign to life both in classrooms and in the heart of the tournament.

The approach

The activation started with a nationwide school competition, encouraging classes to build their ultimate football dream using LEGO bricks. Through a combination of targeted mailings, follow-up calls and the distribution of starter kits, schools across Belgium were invited to take part.

During the World Cup, the campaign expanded into an interactive LEGO Fan Village featuring eight hands-on experience zones, including a photobooth, mosaic wall, message wall, LEGO stadium, Hall of Fame, make-and-take workshop and panna cage.

The results

• 4,701 schools reached through a nationwide campaign
• 376 schools personally contacted
• 136 LEGO starter kits distributed
• Nearly 100 creative school submissions
• 15,000 visitors welcomed to the LEGO Fan Village
• 8 interactive experience zones
• 1,859 photobooth pictures taken
• 2,415 printed photos
• 495 digital photo registrations collected
• Average visitor dwell time of 7 minutes, ensuring a continuous flow throughout the activation

Our role

Golazo Brands managed the campaign from start to finish, including strategy, concept development, school activation, logistics, event production, visitor experience and post-campaign reporting.

The result was an activation that successfully connected education, creativity and football, delivering measurable engagement both before and during the FIFA World Cup.