1. F O S S I L F I G H T E R S : C H A M P I O N S
AUGUST 10 2011
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2. S T R AT E GY
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3. How adults think about dinosaurs.
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4. How seven–year old boys think about dinosaurs.
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5. TA R G E T : T H E W O R L D O F S E C O N D – G R A D E B O Y S
NEW SUPERPOWERS
• Starting to master basic reading, writing and math skills.
VORACIOUS EXPLORERS
• Armed with new skills second–grade boys seek to rank, categorize, collect and index
everything in their world.
EARLY INDEPENDENCE
• Thinks he’s stronger and smarter than he really is. Doesn’t want to be treated like “a
baby” anymore by parents and will often have blowups when he feels he’s been given
the “little kid” way of doing things.
Seven–year old boys are seeking the frontiers of their world.
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6. B U T T H E W O R L D I S P R E T T Y S C A R Y. . .
Seven–year old boys want to feel brave in a world they don’t yet understand.
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7. E N T E R T H E D I N O S A U R . . .
“Dinosaurs are bigger
than my parents.”
Margaret, Age 7
Dinosaurs are fearless, powerful and can do whatever they want.
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8. K I N D R E D S P I R I T S
To harness the spirit of the dinosaur, even in
fantasy play, is to become braver in real life. 8

9. DISCOVER + REVIVE + COMMAND
F O S S I L F I G H T E R S : H A R N E S S I N G T H E P O W E R
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10. F O S S I L F I G H T E R S : W H AT H A S R E S O N A N C E ?
• Our audience has a deep need to
explore, categorize and index their world.
•Educationally friendly.
•Important part of gameplay.
DISCOVER + REVIVE + COMMAND
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11. F O S S I L F I G H T E R S : W H AT H A S R E S O N A N C E ?
• Activates the imagination, which is
so essential to our target audience.
•Important part of the gameplay.
DISCOVER + REVIVE + COMMAND
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12. F O S S I L F I G H T E R S : W H AT H A S R E S O N A N C E ?
• Our audience is seeking to push
boundaries and find new frontiers.
•Leans into our audience’s need to
feel brave and powerful.
•Important part of the gameplay.
DISCOVER + REVIVE + COMMAND
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13. Copy from 27 boys TV spots put into a “Wordle” weighted letter algorithm.
The larger the word the more frequently it is used.
Source: Original Research from Crystal Smith Blogger and Editor of The Pixel Project
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14. C R E AT I V E S T R AT E G Y
Revive and command your own platoon
of Vivosaur gladiators to take on the world.
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15. C R E AT I V E
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16. T E L E V I S I O N
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17. B R AV E H E A R T J R .
It doesn’t matter how old you are or how small you are,
Fossil Fighters: Champions gives you the chance to command a gigantic army of Vivosaurs.
Let’s hit on the emotion and drama felt by boys when they’re preparing for battle.
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18. Idea: In this spot we see a boy preparing a large group of Vivosaurs for battle in Fossil Stadium
with a Braveheart-style speech.
We open on a close-up of the feet of a galloping Stego Vivosaur. We can see that it’s making its
way down a battle line in front of a large group of Vivosaurs in Fossil Stadium. We pull out to reveal
that riding on top of the Stego is a boy wearing a homemade cape and crown. He begins to give
the Vivosaurs a rousing speech as he rides in front of them. He looks tiny compared to the giant
creatures and enormous arena, but he’s definitely in control.
“I found your fossils. I revived you and gave you powers. And now it’s time!”
At this point his Stego has broken into a full gallop, and the boy pulls a homemade wooden sword
out of his belt. He holds it high above his head and shouts out his final commands.
“So fight until you can’t fight anymore! Or until dinner is ready!
Whatever comes first! Vivosaurs…attack!”
The three lead Vivosaurs (T-Rex Lord, Argento and Mapo) charge past him into battle as he and
the rest of the Vivosaurs fall in behind them. From here we cut to game-play footage of Vivosaurs
battling it out in Fossil Stadium, intercut with clips of fossil finding, excavating and reviving. During
this gameplay, we hear an announcer.
VO: It’s up to you to excavate, revive and command your team of Vivosaurs
into battle at Fossil Stadium.
Tag/Logo: New Fossil Fighters: Champions. Only on Nintendo DS.
BRAVEHEART JR.
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19. D I G I TA L
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20. HPTO “BREAKTHROUGH”
In this home-page takeover, the page would
appear to load as it normally would. But after
a beat, a Vivosaur would bust through, tearing
a hole right in the page, breathing fire and
leaving damage in its wake.
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21. HPTO “BREAKTHROUGH”
After it’s done destroying everything, we
would see quick clips of game-play footage.
It would then give you the opportunity to click
through to the website, before reverting to
the original page.
300x250
Collapsed state
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22. HPTO “CONTROLLING A VIVOSAUR”
The page would appear to load normally.
But you would notice that when you
move your cursor, the Vivosaur in the
banner ad would follow it. After a
beat it, would storm out of the banner,
chasing your cursor and shooting
fireballs, leaving smoking burn holes in
the page.
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23. 300x250
Collapsed state
HPTO “CONTROLLING A VIVOSAUR”
After the Vivosaur has done its damage,
we would see quick clips of game-
play footage. It would then give you the
opportunity to click through to the website,
before reverting to the original page.
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24. TANDEM BANNERS “BATTLE”
As soon as you get to a page, Vivosaurs
from two opposing banners would begin
to battle. Eventually, they would spill out
onto the page, burning and smashing
holes in the page during their fight.
After they are done destroying everything,
it would give you the opportunity to click
through to the website, before reverting
to the original page.
End Frames
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25. I N - S C H O O L
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26. GLOW-IN-THE-DARK POSTER/BOOK COVER
When the lights are on, it’s a poster
of your favorite Vivosaur. But when
you turn off the lights, you can see
the fossils that make up the Vivosaur.
The back would have educational
exercises, teaching kids facts about
their favorite dinosaurs. You would
also be able to use the poster as a
cover for school books.
We could also tie in the exercises on
the back with National Fossil Day on
October 12, letting the kids know they
can learn even more.
Back
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27. A G E N C Y R E C O M M E N D
TV Digital In-School+ +
Braveheart Jr. Controlling a Vivosaur - HPT Glow-in-the-dark Poster
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28. T H A N K YO U .
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