We broke the internet by bringing together four of football’s most legendary figures for our “Everyone Wants a Piece” campaign just before the FIFA World Cup 2026.

In 2026, the FIFA World Cup became the biggest and most competitive stage in football history. LEGO wanted to show up in a way only they could. So instead of leaning into the game’s tropes and traditions, we embraced the chaos and irreverence of young fans who deconstruct the rules and use social media to make the conversation around football more playful, creative, and cheeky.

We brought four biggest icons of the game together, and gave the fans something to play with: a film made to be reinterpreted and remixed entirely on their own terms.

What followed was a global surge of participation, reactions, prompts tutorials, and banter, turning the idea into a cultural phenomenon and the first truly AI-memed ad. Literally, everyone wanted a piece of it.

We also brought together World Cup winners – Roberto Carlos, Cafu, Iker Casillas, Sami Khedira and Marco Materazzi – for one more kiss with the trophy. Except this time, it was made of LEGO, and they all kissed it together, at once.

Then, to celebrate the iconic partnership between LEGO and Leo Messi, we pointed out the obvious:
It was in the name all along. Just one letter apart.

Right after we dropped the instructions, so every fan could turn their LEGO bag into a ✨ LEO bag ✨: