Entertaining Kids Around The World
BIONICLE Mahri
The LEGO Company
Can you swim?
Mahri was our first step (or splash) into the World of LEGO BIONICLE.
Traditionally, The LEGO Company always created one large campaign to highlight an entire year's product range. 4T2 decided to adopt a fresh strategy, building six mini-games, each one promoting a different model. The best level from each mini-game was also pulled together to form a "Final Challenge", which incorporated a seventh trial. The biggest challenge in creating the campaign was to heavily promote the robot's new weapon system (which looked very similar to a missile launching chain gun) without shooting anyone with it. In the end a large rock takes a pounding, but we figured no one could complain about that. This campaign proved to us that it was possible to effectively deliver in-game instructions without the need for a single written word. This proved extremely useful for global campaigns and is a method we've repeatedly used. The BIONICLE games featured on the accompanying TV, cinema and banner advertisements. Cheat codes included in these adverts encouraged children to go online to unlock in-game features and ensured that the campaign was fully integrated across different media.