Welcome to another month of tda’s favourite campaign picks from the marketing industry! This month we are looking at LEGO x F1, Haribo & Decathlon.
1. LEGO x F1: Life-Sized Drivable LEGO Cars Take Over Miami
Now this is how you do a brand activation. To celebrate their ongoing multi-year partnership, Formula 1 and the LEGO Group took centre stage at the Miami Grand Prix with a standout creative stunt: life-sized, fully drivable LEGO cars. Each team had its own custom-built vehicle, designed in its signature colours, with drivers taking them for a lap of the 5.4 km track while waving to fans.The builds were brought to life by a dedicated crew of 26 designers, engineers and LEGO masters, putting in more than 22,000 hours at LEGO’s factory in Kladno, Czech Republic.
This is a masterclass in brand synergy and experiential storytelling. It turns a sponsorship into something truly ownable, blending the high-octane energy of F1 with LEGO’s playful, imaginative spirit. It’s bold, joyful, and undeniably shareable - everything a modern brand experience should be.
2. Haribo Brings the Sweet Nostalgia with ‘Kids’ Voices’ Comeback
Haribo’s long-running ‘Kids’ Voices’ campaign returned with two playful new spots, this time shining a light on its Nostalgix and Tangfastic ranges. Created by their long-time agency partner Quiet Storm, the 20-second ads once again tap into that signature formula—adults chatting like kids about their love for sweets—with all the charm and silliness fans have come to love.
The Nostalgix range is a particular treat for grown-up audiences, reintroducing retro flavours like Rhubarb & Custard, Cola Cubes, Pear Drops and Pineapple Cubes, now with an updated recipe. Haribo continues to prove that sticking with a simple, ownable idea, in this case - the ‘Kids’ Voices’ concept, can stay fresh when executed with insight and humour. The campaign cleverly blends nostalgia with the brand’s core positioning of childlike joy, striking a balance that resonates with both new and loyal audiences. It’s a sweet reminder that when the format works, there’s no need to reinvent the wheel.
3. All roads lead to Decathlon
No product push. No promo codes. No pressure to convert in six seconds. Decathlon’s latest brand campaign took a different route. Through subtle visuals, richly textured moments and a tone that whispers rather than shouts, it invites viewers to feel something deeper. This isn’t about sparking an impulse buy - it’s about building a brand that lingers long after the ad ends.
As creatives, we’re often asked to deliver immediate results. But Decathlon’s approach is a bold reminder of the value of long-term brand building. It’s a lesson in emotional storytelling, in trusting the audience to connect without being sold to. It's not just a campaign. It's a strategy rooted in longevity and that, especially in 2025, might just be the smartest move a brand can make.
