Innovation First wanted to launch these amazing, mini, robotic bugs on the world and turned to us to help unleash them. They needed to get across the uniqueness of each bug, the character of each bug, the collectibility, they wanted to ignite the desire in kids to get out there and go get themselves a whole SWARM of Hexbugs. 

Obviously.

So we created a kick off campaign for them in three bursts, spread over a year, encouraging kids to create virtual swarms of Hexbugs all over the UK whilst educating them as to this strange new species.

We must be doing something right, because Innovation First have just come scuttling back for the third year running.

Here's burst 1, to kick things off...