The story begins in our first room: the briefing chamber. As you step inside, your mission begins to be brief on the large screen ahead of you. However, just as the mission starts to load an error occurs! Oh no! It’s the Borons! These monsters have infiltrated the Lunchabuild Adventure and plan to destroy all imaginative play on Earth by reaching the Creativity Chamber found deep inside the experience.

Now tasked to complete a series of puzzles and games, it is now up to you to make your way through this larger-than-life Lunchables and restore order to each food-themed room, all while defeating these Borons in the process. Once the short video finished, the first door opened and guests entered their first challenge room.

The Cracker Room
The first challenge room was designed to replicate the cracker quadrant of a Lunchables product. Here participants were faced with a game that tested mental skill.Racing against the clock, they had to reassemble the massive cracker stacker scattered across the floor. Once complete, they would hit the red button to stop the timer and reveal the secret symbol that unlocked the door. Using this symbol, they then unlocked the door and made their way into the next room.

The Meat Room
The second room was designed to replicate the turkey slice quadrant of the Lunchables product. Here participants were challenged with a game that tested physical skill. Once entering the second room, it was apparent that two of the Borons had made their way into the walls of the Lunchabuild Adventure. By grabbing some of the turkey discs scattered around the room, guests had to use their best aim to knock down all the targets to stop Grim and Gloom in their tracks before the timer ran out.

After knocking down all the targets and stopping these two Boron sidekicks, another secret symbol was revealed. Like the first room, once it was inputted into the door, the door unlocked and the adventure continued into the next room.

The Cheese Room
The third room was designed to replicate the cheese quadrant of the Lunchables product. Here participants were challenged with a game of chance and luck. Oh no! The leader of the Borons, Grumble, was found to be devouring the cheese tower inside this last challenge room. Here participants had to follow the arrows on all three sides to reveal the final three symbols.

Once they stopped the timer and used these symbols to unlock the last door, the Borons were defeated, and guests could make their way into the final room, the Creativity Chamber.

The Creativity Chamber
The final room, the Creativity Chamber, was designed to replicate the cookie quadrant of the Lunchables packaging. Congratulations! The Borons are now defeated, leaving imagination, creativity, and most importantly, Lunchables saved for the children of Earth. But for how long?

Participants now had the opportunity to continue their adventure by playing with real food. Each guest was given their choice of Lunchables product and building tray to create their own Lunchabuild creation. Once completed, these builds were brought to the Capture Pods found throughout the room.

Using the unique codename found on each lanyard, the builds were then scanned and uploaded into the LunchabuildAdventure.com video game. This allowed participants to continue the adventure at home using their creations to defeat the Borons again and again. And by doing so, they extended their experience long after they had left the physical footprint.

The Borons
No adventure is complete without a heroic objective. In designing the Lunchabuild Adventure we also had to figure out where the threat would be coming from. In doing so, we created a new series of monsters called the Borons. This trio of dastardly monsters is made up of three main characters.

Firstly, we have Grumble, the leader of the Borons. Grumble hates imagination. With a blazing temper and razor-sharp horns, he’ll do anything to stop you from saving Lunchables. Next, we have Grumble’s two sidekicks, Gloom and Grim.With only 1 eye and 1 brain cell, Gloom is Grumble’s right-hand monster. While not as sharp as Grumble, he charges fast, so watch out! And lastly, Grim. With three eyes that spot everything, she is always on the lookout. As the only member of the Borons that can fly, watch out for her and make sure to avoid her wings.

Inspired by current trends in children’s entertainment such as Pokémon and Star Wars, we wanted to create something new and completely ownable by the brand with longevity to use well into the future.

The Video Game
We wanted to find a way to extend the fun far beyond the initial 10 minutes on-site, enabling kids to bring the excitement home and share it with friends who missed the Lunchabuild Adventure. Given the popularity of apps and video games among kids (aged 6-12), we ventured into this unexpected territory, birthing the Lunchables video game.

On LunchabuildAdventure.com, we invited kids across the world to defeat and keep Lunchables out of the hands of the Borons. Even if they weren’t able to join the Lunchabuild Adventure in person, they were still able to join in on the fun and select from a library of premade builds.

Creative Director: Natalie Racz
Art Director: Mikey Membreno
Copywriter: Rachel Taylor
Executive Producer: Kelly Dixon
Producer: Britt Barker
Senior Producer: Will Sgai
Associate Producer: Margaret Langford
Strategy: Mark VanderVoet
Character Design & Animator: Noam Sussman
Illustrator: Frias Momani
Executive Producer, Production: Paulo Gomes
Senior Manager, Technology: Karina Kemendy
Production: ImpactXM