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

"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