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The relationship between Jenga and the future of our planet

Problem:
How can we once and for all explain the importance of biodiversity – the essence of Naturalis Biodiversity Center – to all; from children to scientists.

Solution:
At Naturalis Biodiversity Center everything revolves around biodiversity; from the Natural History Museum itself to the 100 plus scientist strong research institute and to the third largest natural history collection in the world. But what exactly is it, and what is so important about it that nobody can really explain it to you properly? Naturalis decided to change that.

Together with KesselsKramer they launched a living Jenga game as a metaphor for the manner in which all life is connected. The idea is inspired by a parallel between the physical tower in Leiden where Naturalis carefully preserves its collection of 42 million objects and the tower of the well-known Jenga game. Each block represents a life form that together form a fantastic “tower of all life”, and we all know what happens if too many blocks – or life forms – disappear…The positioning campaign transcends the usual campaign resources such as on and offline film, social, digital out-of-home and posters, because together with the Jenga game they can be used to emphasize the importance of biodiversity for years to come.

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Fresh
Greenpeace
Fresh
Greenpeace
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NIKS 2018