Lisbon has officially entered the spirit of the 2026 World Cup, doing so in the most creative and quintessentially Portuguese way imaginable. LEGO chose the Carris Museum to present one of the most original marketing activations the city has ever seen: the iconic tram 574, one of the most recognizable symbols of the Portuguese capital, completely transformed into a work of art dedicated to the world’s largest football competition.
The Carris tram 574 is adorned with the unmistakable LEGO aesthetic, featuring a body painted in white and grey that mimics the texture of the famous building bricks from the Danish brand, with the lower stripe decorated in green and white evoking the colors of the pitch. Along the side of the vehicle, four of the biggest stars in world football are displayed as LEGO minifigures: Kylian Mbappé in France’s blue jersey with the number 10, Lionel Messi in white also wearing 10, Cristiano Ronaldo in the green and red of Portugal with the number 7, and Vinícius Júnior in the yellow and green of Brazil, also with the number 7. Above the figures is the message that encapsulates the entire philosophy of the campaign: “Build Your Legend.” At the top of the tram, the golden World Cup appears at both ends, representing the ultimate prize that every child, and every adult who was once a child, dreams of winning.
The event to present this unique piece took place at the Carris Museum, in a gathering that brought together the Apito Final program and several personalities from the Portuguese entertainment world, who had the privilege of being the first to witness this collaboration between two brands with deep histories in Portugal. Carris, with its trams that have been climbing the hills of Lisbon for over a century, and LEGO, with its colorful bricks that build dreams in every corner of the world, came together to create something that is simultaneously advertising, urban art, and a declaration of love for football.
The choice of Lisbon as the stage for this activation is not accidental. Portugal is the host country for the 2026 World Cup matches, and the city is already buzzing with the energy of the approaching competition. Seeing the tram 574 circulating through the streets of Lisbon with Mbappé, Messi, Ronaldo, and Vini Jr. painted on its side is the visual promise of a summer that is set to be historic for football and for the country. LEGO has scored its goal. And it did so with an elegance that only a Lisbon tram can provide.
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