LEGO City: Arctic

Content Creation

Drawing on our experience as the publisher of National Geographic Kids Magazine, we crafted a co-branded campaign for the LEGO City: Arctic Expedition sets that would appeal to a global audience of kids aged 7-12. We knew unlocking the curiosity of kids was key – particularly in today’s planet-conscious generation, so we created a real-world narrative, multi-channel campaign that consisted of puzzles, quizzes, features, interviews, and videos with National Geographic Explorers, all anchored around our hero piece of content, an interactive expedition map.

The map brought the fictional world of LEGO to life through an Arctic expedition narrative, with interactive missions and build challenges that linked the new LEGO sets to awe-inspiring, real-world experiences. Two exclusive competitions complimented the content; a once-in-a lifetime trip to the Arctic – targeted at families – and a school competition to win STEAM funding and a school visit from an Arctic explorer.

Brand Impact

We think challenging subjects are easiest-to-understand when carefully crafted into accessible language and formats that every family member – from youngest to oldest – finds enjoyable, educational and inspirational. This is exactly what we did with this campaign, highlighting the crucial work Arctic expedition teams undertake all year round in an engaging, accessible, and most importantly, fun, way. The interactive expedition map we produced came free inside the National Geographic Kids magazine and was enjoyed by thousands of readers. How brrrr-illiant is that?