Cake uses competition winners' photos for Game Boy ads

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.


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