National Geographic Kids Magazine needed to show media buyers how advertising in their magazine could bring their clients' brands to life in an amazing way.

Media buyers were sent “Prehistoric Fossil Regeneration Units.” Amazingly enough, these Units enable users to grow Triassic Triops, a three-eyed Prehistoric crustacean that first inhabited earth 220 million years ago. The Triassic Triops grow to between 10 and 15 centimetres and live for 2 or 3 months. Once opened, the unit automatically lifts out of its container. It is accompanied by a mini-disc containing downloadable information like rate cards for media planners and buyers showing them how they can grow their clients' brands in an equally amazing way.

The Fossil Regeneration Unit brought National Geographic Kids Magazine to life, right on the desks of Media Buyers! Media buyers consistently interacted with the brand on an everyday basis for as long as their Triops lived, ensuring the brand was constantly top of mind when it came to looking at media placement.