Nintendo is to back its Game Boy Color with a press campaign, which
will run throughout April and May.
The ads, through Cake Design, will run in UK style press to take the
Game Boy to an older audience. The product has so far been marketed at
eight- to 12-year-olds but, with an increasing number of adult games on
the market, Nintendo wants to attract new consumers.
The campaign originated in a photography competition held last September
by Cake to generate PR coverage for the Game Boy brand. Some of the UK's
best photography students entered and Nintendo decided to use the
results in the press campaign.
Four creative executions have been produced. The winner of the
competition, Paul Abbit from Falmouth College of Arts, shot a picture
embodying 'passion and lust'. It shows a couple pressed against a car
The yellow Game Boy shows a shot of a naked man playing the games
machine in a room full of yellow chairs. The shot was taken by Daniel
Moulding from DeMontfort University.
Two further press ads support the Game Boy Color. A shot by Frank
Widermann, from Kiad, shows a woman with a lipstick drip falling from
her lip, and Susan Sherry, from Wolverhampton University, shot a young
boy with a toothbrush.
Creative is by Mark Whelan at Cake Design with media buying by Universal
Leagas Delaney handled advertising for Nintendo until the end of last
year, when the account was moved to Leo Burnett.