The tower of life

Problem


Naturalis is well known as a Natural History Museum, but in reality that’s only a small part of what they do. Thanks to the third largest natural history collection in the world and a 100+ scientist strong research institute, they are an authority in the field of biodiversity. A field that has become more important than ever. How can they be positioned as the biodiversity centre they actually are?


Solution


Most people know about biodiversity. But what it is exactly and why it’s so important, nobody can really explain. By explaining it once and for all, using a living Jenga game as a metaphor, everybody understands the importance of biodiversity. And thus, of Naturalis.


Creative


The idea of the Jenga tower is inspired by a parallel between the physical tower in Leiden where Naturalis carefully preserves its collection and the laws of the game itself. Each block represents a life form that together forms 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 emphasise the importance of biodiversity for years to come.