LegoInspiring girls to become Unstoppable

Brand Strategy
Toy
Mischief
A large group of girls in matching soccer uniforms stand together, smiling and raising their fists in celebration behind Play Unstoppable, Chelsea Foundation, and LEGO banners on an indoor soccer field, inspiring girls to be truly unstoppable.
A woman in a sports uniform holds a soccer ball, looking over her shoulder. Text beside her reads, Lauren Hemp PLAY UNSTOPPABLE on a purple and pink gradient background, celebrating unstoppable girls and empowering girls everywhere.

The Work

One year on from a successful UEFA WOMEN’S EURO sponsorship, the LEGO Group was looking for a way to further inspire girls’ confidence to play their own way.  So we created Unstoppable FC – uniting  football’s shining stars to empower young girls nationwide.

Research conducted with parents of girls revealed resilience and determination as key traits of today’s most inspiring women, with two-thirds expressing a wish they’d learned these skills in their youth. Through partnerships with WSL clubs we organised workshops for 8-11-year-old girls. Dubbed ‘Buildbackability’, these sessions were a unique blend of football drills and LEGO challenges, offering a hands-on play experience with celebrated athletes for hundreds of girls. 

Many thousands more were reached through inspiring content featuring  players’ personal stories of  resilience and self-belief along with guidance for parents in supporting their daughters in building creative confidence, inspired by their football idols.

A group of inspiring girls in purple and pink soccer uniforms pose and cheer together on an indoor field, standing behind signs for Play Unstoppable, Chelsea FC Foundation, and LEGO, celebrating girls empowerment.

The impact

With a huge reach across earned, owned and paid channels and significant uplifts in brand perception amongst core audience, this campaign was a celebration of the transformative power of play in challenging gender norms and fostering essential life skills.