Over 25,000 VOTES;
3 artists
3 countries
3 works of art

KI worked with NBCUniversal to create something extra special for the family audience to engage with - and to celebrate the 30th Anniversary of the Jurassic Park franchise.


Our clients wanted to celebrate the Jurassic Park dinosaurs, engage the family audience through nostalgia, and inspire creativity on an EPIC scale, all whilst aligning with the wider global Jurassic Park 30th Anniversary campaign strategy. Our key goals were to:

• Create an engaging and inspiring activation to celebrate this mammoth milestone.

• Create a toolkit and creative assets that can be activated across multiple markets.

• Deliver an experiential activation toolkit & social content for 3 local markets.


The Vote

With the challenge accepted we asked fans, for the first time ever, to vote for their favourite dinosaur from the Jurassic Park film.

We kicked off the campaign by creating a microsite poll for fans across EMEA regions to vote. And developed a social activation to promote the poll in each of the 7 countries. The winning dinosaurs were brought to life across Europe by some incredible international artists.

Experiential Activation

We managed the end to end planning for the experiential activation, working with our sister agencies in Europe, that form The League, for the European activations. We were the on-the-ground agency managing the UK activation. This involved liaising with artist, location and amplification research, as well as executing the UK activation.

The Amplification

We created a social asset pack to promote the poll for retailers and Universal owned channels, a social media toolkit for all markets to use, creating a pre, during and post campaign strategy, social videos for UK retailer Smyths Toy Superstore and narrative videos for NBCUniversal owned channels, as well as overseeing the social video production for France and Italy.

We recruited three amazing international artists across Europe. These artists brought to life the dinosaurs with incredible Jurassic Park art in the UK, France and Italy!


  • We received over 25,000 votes and, unsurprisingly, the iconic T. rex was crowned queen of Jurassic Park in every country!
  • Throughout the summer three artists brought to life three incredible T. rex’s in the UK, France and Italy.
  • In the UK, a huge 3 metre T. rex was painted at a Smyths Toy Store in London, alongside the terrifying Jurassic World Indoraptor - to showcase the evolution from Jurassic Park to Jurassic World.
  • Just outside of Paris, at a shopping mall called the Carrefour Montesson, an amazing Jurassic Park exhibition was created, with a 3D painting of the T. rex surrounded by Jurassic Park props.
  • In Italy, the T. rex appeared in multiple locations across the centre of Milan! The T. rex was created digitally and then this art was turned into stencils and spray painted throughout Milan.
  • Each of the art pieces was enjoyed in each country by Jurassic Park and Jurassic World fans throughout the summer of 2023.

Key Deliverables:

  • Narrative & messaging
  • Key art design and poll microsite
  • Static and animated social assets
  • Campaign strategy and art installation toolkit
  • Social videos for retailers as well as campaign narrative videos from each market