MEDIA CHOICE: Stef Calcraft at Mother selects Nintendo's activity that places the new GameBoy Advance SP at barber shops around London

campaignlive.co.uk, Friday, 23 May 2003 12:00AM

"Cake has built a company beyond advertising, thanks to a succession of headline-grabbing campaigns that straddle product-placement, PR and celebrity endorsement, for all manner of clients. Whether it is Kylie, Evian and 'Live Young' or GameBoys at the barber shop, a Cake intervention is smart, novel and invariably makes absolute sense. So what better thing to find when it's mullett-chopping time? The perfect excuse not to talk to the person holding the scissors. For those who love computer games it's a fabulously unexpected, playtime fix. For those few remaining gaming virgins it will be impossible for them not to lose their cherry. GameGirls at Toni & Guy is next up."

Client: Nintendo UK

Medium: Barber shop sampling at five exclusive barber shops in London

Media planning: Cake

Creative: Cake

Brief: Come up with a creative sampling initiative that reinforces the

premium male positioning of the GameBoy Advance SP and reaches the

target audience when they have downtime to fill

This article was first published on campaignlive.co.uk

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