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 the LEGO CITY Stuntz brand, LEGO partnered with Nitro Circus.


Nitro Circus is an international cultural force. Since its inception, the Nitro Circus action sport entertainment brand has engaged millions of people all over the globe. Nitro World Games will end the thrills of gravity defying stunts. This competition is the premier in its kind and will be held in Brisbane, 22nd + 23rd of Oct. It’s the first ever to take place outside 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 CityNitro Circus signature stunt: Vehicle is used

Nitro World Games is putting all in to make this a memorable day. They are running an integrated contest across TV and OLV that invites kids from across Australia to create their LEGO stunt cars. The grand prize winner of the contest will receive a trip to Brisbane for Nitro World Games Brisbane, where their LEGO creation will be unveiled.

Angie Tutt Senior Director and Head of 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 hosted a contest to help you design your own tour for 2022. 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.

Other elements include video amplified on Foxtel, digital audio, OOH and local radio print.

Agencies: Mediabrands Content Studio & Initiative

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

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