How to launch the new LEGO® Technic 4x4 X-treme Off-Roader to a Chinese audience who perceives LEGO as just a building toy.

Creating an exciting stunt video that both showcases the new app control technology enabling precise movement and a storyline that resonates with our Chinese audience.

Creating an exciting stunt video that both showcases the new app control technology enabling precise movement and a storyline that resonates with our Chinese audience.

We invited Han Han writer / director / car racer and Huang Cheng, an artist and RC car racer to take up the Technic Challenge. Create a massive 500m2 Chinese “shanshui” painting using the new Off-Roader! The process was filmed and shared to social media.

Video received over 20 million views in 1 week and was heavily discussed on social media. It changed the perception of LEGO Technic as just a construction toy to a challenging and exciting play experience.