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Behind BIONICLE

@biodocuseries.com

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BIONICLE Documentary Series - Taking a closer look. youtube.com/@BehindBIONICLE BIONICLE is a trademark of the LEGO Group, which does not sponsor or endorse this project.

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Behind BIONICLE @biodocuseries.com · Oct 24

The first episode of our BIONICLE Documentary series is out now! youtu.be/oZPT1ep_uYo

The Untold Struggle Behind BIONICLE

YouTube video by Behind BIONICLE

youtu.be

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Behind BIONICLE @biodocuseries.com · 1d

Thanks to @e-milyy.bsky.social's recent interview with Kun Chang, we now have higher quality scans of his production sketches!

Interview: www.maskofdestiny.com/biomediaproj...

Art: www.maskofdestiny.com/biomediaproj...

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Behind BIONICLE @biodocuseries.com · Aug 4

Kun Chang was a freelance art director for Ghost VFX, having worked on the initial BIONICLE launch CDs and commercials.

Portfolio: www.kunchang.net/art-work

LinkedIn: www.linkedin.com/in/kun-chang...

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Behind BIONICLE @biodocuseries.com · Aug 4

Kini-Nui production design sketches by Kun Chang (sources below):

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Behind BIONICLE @biodocuseries.com · Nov 1

But since these stores didn’t usually carry toys, they’d be reluctant to compete with big outlets like Toys R Us and Wal Mart. So in order to attract these high-traffic stores, LEGO would sell the Bohrok Va to them exclusively for one year.

OAFE: www.oafe.net/yo/bionp2.php

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Behind BIONICLE @biodocuseries.com · Nov 1

In the late 90s and early 2000s, LEGO had a strategy to expand their market base by selling their products to "high-traffic stores" or "everyday outlets" such as pharmacies, gas stations, and grocery stores.

MoD: www.maskofdestiny.com/news/m-i-a

Brick by Brick: publicism.info/business/bri...

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Behind BIONICLE @biodocuseries.com · Nov 1

The Bohrok Va were not made available in toy stores for a year (sources below):

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Behind BIONICLE @biodocuseries.com · Oct 30

It may have been because there was a plan to have a seventh tribe which would worship Makuta, and the only remnant of that concept was Ahkmou in MNOG, who sold infected Kolhii balls in Po Koro.

docs.google.com/document/d/1...

Original Bionicle Ideas, Revised and Expanded Edition

Early & Unused Story Concepts in Bionicle, v. 2 by The Shadow Emperor, aka Maku Foreword The Bionicle story underwent many shifts in direction over its ten year run. Character traits, plot details,...

docs.google.com

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Behind BIONICLE @biodocuseries.com · Oct 30

This is a follow up to one of our first threads. Though we still have more to say about this specific strategy: bsky.app/profile/behi...

Behind BIONICLE @biodocuseries.com · Oct 19

BIONICLE commercials played in cinemas before screenings of Shrek as part of a broad marketing strategy (sources below):

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Behind BIONICLE @biodocuseries.com · Oct 30

The overall goal of the strategy was to make BIONICLE relevant and 'cool' to kids.

In 2002, results of surveys by the global research agency, Millward Brown, confirmed that 'coolness is definitely not an issue for BIONICLE.'

Source: files.maskofdestiny.com/marketing/st...

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Behind BIONICLE @biodocuseries.com · Oct 30

In 2001, this multimedia approach guided the team to make BIONICLE look as if it had a film:

'We created an image in our minds that there was a blockbuster movie out there called BIONICLE – and that we were making products for the movie.'

Source: biomediaproject.com/bmp/data/sit...

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Behind BIONICLE @biodocuseries.com · Oct 30

There were two types of media outlets: 'Single message' and 'Story carrying'.

The former (TV, Cinema ads, Posters), served as basic entry points to the series, while the latter (Comics, Website, CD-ROM) would delve deeper into the story & world.

Source: files.maskofdestiny.com/marketing/st...

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Behind BIONICLE @biodocuseries.com · Oct 30

The 'Media Mosaic' strategy would challenge kids to piece BIONICLE's large story together through its various media outlets.

But since the ads could be experienced in any order, they were designed to work as stand alone stories.

Source: files.maskofdestiny.com/marketing/st...

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Behind BIONICLE @biodocuseries.com · Oct 30

BIONICLE was designed with its own Iceberg Chart as part of a layered marketing strategy (sources below):

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Behind BIONICLE @biodocuseries.com · Oct 29

According to a BZP forum topic, there was allegedly a press conference video with the All-American Rejects, where they commented on how scary it was to be captured by the PIRAKA.

No trace of this video exists online unfortunately.

www.bzpower.com/topic/26782-...

Free the Band Videos

www.bzpower.com

Behind BIONICLE @biodocuseries.com · Oct 29

According to a case study for Promotion Marketing Association's 2007 Reggie Awards, the Free The Band campaign lifted sales of "more than 30% for the BIONICLE line compared with the previous year".

Case Study: web.archive.org/web/20231023...

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Behind BIONICLE @biodocuseries.com · Oct 29

By October 9th, 2006, 100% of the island had been searched and the INIKA had successfully freed the band!

News Report: www.youtube.com/watch?v=1lry...

FTB Website: biomediaproject.com/bmp/data/sit...

BZP: bzpower.info/story.php?ID...
bzpower.info/story.php?ID...

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Behind BIONICLE @biodocuseries.com · Oct 29

Generous benefactors stepped in to aid the rescue efforts on Voya Nui through a sweepstakes. Enter in and you could win fabulous prizes like a guitar, skateboard deck, and even a trip for 5 to meet the band on an official tour bus– provided they're freed, of course:

Behind BIONICLE @biodocuseries.com · Oct 29

The Free The Band website had several songs hidden behind icons of the INIKA masks. A playlist of all the songs can be found on YouTube. In addition, a demo version of BIONICLE Heroes could also be found.

BZP: bzpower.info/story.php?ID...

Playlist: www.youtube.com/playlist?lis...

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Behind BIONICLE @biodocuseries.com · Oct 29

In Voya Nui Adventure you play as the INIKA in order to train them for their rescue mission. Along their journey, they discover many downloadable songs and eventually face off against the PIRAKA to complete their training.

BZP: bzpower.info/story.php?ID...
LP: www.youtube.com/watch?v=4AJ8...

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Behind BIONICLE @biodocuseries.com · Oct 29

Piruk hacks his way into the PIRAKA Stronghold and by using a slingshot he's able to distract Vezok and Zaktan, and finds that the All-American Rejects are being held there.

Further details: toaheroes.wordpress.com/2008/10/23/f...

LP: www.youtube.com/watch?v=HNDW...

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Behind BIONICLE @biodocuseries.com · Oct 29

In Island Investigation, Kongu projects his mind into the Matoran Piruk to avoid suspicion from the PIRAKA. He travels across Voya Nui, finding clues like an MP3 player and an AAR hat to try and pinpoint the location of the All-American Rejects.

Games: biomediaproject.com/bmp/play/web...

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Behind BIONICLE @biodocuseries.com · Oct 29

You could assist the INIKA on their rescue mission by spreading the word through e-cards or by playing the games "Island Investigation" and "Voya Nui Adventure" on the Free The Band website.

Free The Band website: biomediaproject.com/bmp/data/sit...

Flash emulator: ruffle.rs

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Behind BIONICLE @biodocuseries.com · Oct 29

In a news report, Zack claimed the PIRAKA kidnapped AAR, forcing them to play private concerts.

Top suspects included: Zaktan, Hakann, and Captain Larry, who sailed the Yacht that carried the band.

News Report: www.youtube.com/watch?v=B7t2...

BZP: bzpower.info/story.php?ID...

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Behind BIONICLE @biodocuseries.com · Oct 29

Rock Yacht was founded by the moustachioed duo, Dr. Jonathan Dusek and Professor Steve Biozz, because "rock bands love to go on boat rides."

Flashes of the word PIRAKA could be seen on their site.

Rock Yacht website: biomediaproject.com/bmp/data/sit...

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Behind BIONICLE @biodocuseries.com · Oct 29

Zack, a huge INIKA fan, began the INIKA UNITE blog, where he and his brother, Ivan, elaborated that the band were invited to take a free cruise by a new company called Rock Yachts.

INIKA UNITE blog: biomediaproject.com/bmp/data/sit...

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