LEGO City and Nitro Circus strike thrill-seeking partnership via Intiative and Mediabrands – Campaign Brief

Two of the world’s coolest brands, LEGO and Nitro Circus, have come together in a high-adrenaline integrated partnership delivered by Initiative and Mediabrands Content Studio.  To promote its LEGO CITY Stuntz brand, LEGO partnered with Nitro Circus.


Nitro Circus is a cultural force. The Nitro Circus brand of action sport entertainment has been entertaining millions of families all over the world for many years. It is well-known and loved worldwide. The Nitro World games will bring an end the gravity-defying thrills. This competition, which is the premier in its category, will be held in Brisbane (22nd and 23rd October) and is the first to be held outside of the USA.

Nitro Circus and Nitro World Games provide the ultimate opportunity to reinforce the ‘cool’Factor of the new LEGO CITY Stuntz range and excite kids – young and old – as it’s broadcast in over 130 countries during two days of extreme events.

Chris Colter, chief strategy officer of Initiative said this world’s-first opportunity was too good to ignore and has already become a career highlight: “We set out to build an idea and strategy worthy of LEGO CITY Stuntz, bringing the cool factor to the brand and engaging a new audience of LEGO fans in unexpected and exciting ways.  What better way to achieve this than partnering with thrill-based entertainment company Nitro Circus whose mantra is to push the boundaries of what is humanly possible.”

Initiative partnered with Mediabrands Content Studio to lead the campaign from idea to execution, negotiating bespoke inclusions such as LEGO installations during Nitro Circus’s Australia tour and around Nitro World Games; talent led social; co-branded marketing; on ground activations with brick-in-hand experiences; fan days with Nitro’s extreme athlete talent; a LEGO trophy for each tour stop’s stunt of the night; and the coolest of all activations – a custom LEGO CityVehicle used for a Nitro Circus signature stunt.

The Nitro World Games team will do everything possible to make it a memorable day. They have partnered with Cartoon Network across TV, OLV and TV to host an integrated contest inviting kids from all over Australia to design their LEGO stunt car. One grand prize winner can travel to Brisbane to unveil their LEGO creation at Nitro World Games Brisbane.

Angie Tutt is Senior Director, Head Marketing LEGO Australia: “Partnering with the coolest and biggest stunt team in the world, Nitro Circus, was a perfect way to show kids all the cool things you can do with LEGO City Stuntz, through real-world action.  We are absolutely delighted with the results and can’t wait for the epic competition of the Nitro World Games in Brisbane!”

Says Brett Clarke, chief commercial officer of Thrill One Sports and Entertainment, Nitro Circus’ parent company: “This relationship highlights the creativity that fuels both Nitro Circus and LEGO. From athletes coming up with never-seen-before tricks to the production team building innovative new ramps, that drive to create elevates our live show. Teaming up with LEGO brought even more exciting moments to life for fans during our Australian tour earlier this year and now we look forward to taking the partnership to the next level with Nitro World Games.”

LEGO’s partnership with Nitro Circus was showcased at all eight live events held in regional Australia earlier this year reaching an estimated live audience of 75,000 fans. Cartoon Network offered a chance to design your own 2022 tour. LEGO CITY Stuntz contraption, which will be unveiled at Nitro World Games Brisbane, in front of the Suncorp Stadium crowd with more fans tuning in from 130+ countries around the globe.

Additional elements include digital amplified across Foxtel, video, social media print, OOH and many other.

Agencies: Mediabrands Content Studio & Initiative

LEGO City and Nitro Circus strike thrill-seeking partnership via Intiative and Mediabrands – Campaign Brief

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