How does a century-old toy brand turn into one of the world’s most dynamic digital storytellers?

In this keynote, Lars Silberbauer takes audiences behind LEGO’s global reinvention, from the early days of social media experimentation to building one of the most engaged fan communities on the planet. He reveals the strategies that transformed LEGO from a product-driven company into a storytelling ecosystem, blending creativity, data, and fan co-creation. Attendees will learn how to transform any brand into a content powerhouse by combining purpose with play, and structure with imagination, the same principles that helped LEGO connect with millions across generations.

In an era where trends move faster than ever, how can brands remain culturally relevant without losing their essence?

Drawing on his experience with LEGO, Paramount (MTV), and the International Olympic Committee, Lars Silberbauer shares actionable lessons on balancing agility with authenticity. He explores how to align brand purpose with cultural moments and how to evolve messaging without diluting legacy. This keynote offers a strategic and creative roadmap for marketers and leaders who want to build brands that don’t just chase the moment, but define it, time and again.

Artificial intelligence is reshaping marketing, but how can we ensure it enhances human imagination rather than replacing it?

In “The Human Algorithm,” Lars Silberbauer unpacks the intersection of AI, creativity, and brand authenticity. With his global experience leading digital transformation for LEGO, MTV, and the Olympics, Lars offers a pragmatic look at how to use AI to inspire, not automate. He discusses how machine learning can unlock new levels of personalization and innovation, while maintaining the emotional core that makes brands truly connect. A must-hear for leaders navigating the next creative revolution.

Every great brand faces disruption, but not all know how to turn it into opportunity. In this keynote, Lars Silberbauer shares first-hand lessons from leading transformation at some of the world’s most iconic organizations, including MTV, LEGO, and the International Olympic Committee. He takes the audience behind the scenes of how these brands reinvented themselves to stay relevant in rapidly changing industries. Attendees will gain frameworks for leading through uncertainty, fostering innovation in complex organizations, and driving measurable business impact through creativity and courage.

What if your audience didn’t just follow your brand, but became part of it? In “Culture at Scale,” Lars Silberbauer explores how brands can move beyond communication and into cultural creation. Drawing on his global experience, he reveals how to design marketing systems that empower communities, spark movements, and turn consumers into passionate advocates. Through real-world examples from LEGO, MTV, and beyond, Lars illustrates how to shape culture at scale, building not just visibility, but belonging.

LEGO’s success isn’t just about bricks, it’s about people. In this inspiring and thought-provoking keynote, Lars Silberbauer reveals what global leaders can learn from LEGO’s leadership culture, deeply rooted in Scandinavian values of trust, creativity, and collaboration. He shares the highs and lows of applying this model on a global scale, exploring how empowering teams through autonomy and purpose can drive innovation and resilience. “LEAD LIKE LEGO!” gives leaders practical tools for building trust-based organizations, ones that can adapt, innovate, and thrive in times of transformation.