LEGO City: Jungle
In 2017, we teamed up with LEGO City to create a real-world narrative for their LEGO City Jungle sets — bringing the excitement of Jungle adventure to life with National Geographic Explorer Andres Ruzo.
To take readers on an exciting mission through our content, giving them a taste for the incredible and often dangerous things ready to be discovered deep in the jungle – using real-life scenarios as a springboard for their imaginations, to be facilitated by the LEGO City Jungle kits.
What we did
We introduced our readers to jungle exploration through this multi-channel campaign, creating videos shot on location at the Boiling River, a bespoke print ‘Explorer’s Handbook’ for distribution in Nat Geo Kids and as a standalone asset, in-mag activity and plenty of digital promotion.
The campaign included a global competition to win a once-in-a-lifetime National Geographic family expedition to Costa Rica, to visit a real jungle! Entrants had to create a LEGO scene depicting a jungle accompanied by a short explanation of their creation and their reasons why they wanted to go to a real jungle.