Wieden+Kennedy Amsterdam Lands Lego's World Cup Campaign with Four Football Icons

Wieden+Kennedy Amsterdam created 'Everyone Wants a Piece,' a global campaign for The Lego Group featuring Cristiano Ronaldo, Kylian Mbappé, Lionel Messi, and Vinícius Júnior as minifigures ahead of the FIFA World Cup 2026.

The work marks Lego's play into the World Cup moment with four of football's biggest names rendered in brick form. Ronaldo brings Portugal and five Ballon d'Or wins. Messi brings Argentina and eight. Mbappé brings France and two World Cup finals. Vinícius brings Brazil and the 2024 Ballon d'Or.

Wieden+Kennedy Amsterdam has worked with Lego since 2022, when the shop launched the 'Adults Welcome' platform repositioning the brand for grown-up builders. That work introduced Lego to audiences who stopped playing with bricks at 12 and picked them back up at 35. This campaign goes the opposite direction: using adult football fandom to sell kids' toys.

The timing tracks. FIFA World Cup 2026 kicks off June 11 across North America. Lego launches minifigures of the four players whose combined Instagram reach tops 1.2 billion followers. The Lego advertising campaign runs globally, which means every market where those four names move product.

W+K Amsterdam is a 120-person shop that's held Nike EMEA since 2020 and added Heineken's global creative account in 2024. The Lego relationship sits in the middle of that roster: not the heritage Nike work, not the new global beer play, but the brief that lets them build campaigns around the world's most famous athletes in plastic form.

The campaign launches now. The World Cup starts in 67 days. Every parent who's ever stepped on a Lego brick at 3 a.m. now gets to explain why Ronaldo comes in yellow plastic.