nINTENDO: sOMETHING FOR eVERYONE
When people hear the phrase “fun for everyone” or “fun for the whole family,” it usually gets translated to “fun for children and tolerable for adults.” For this campaign, I took on the challenge of having an intentionally vague target audience to see if I could transmit the idea that Nintendo can be fun for truly everyone.
Target Audience: Anyone who thinks Nintendo isn’t for them
Objective: Challenge the perception that Nintendo is only for kids and families without alienating that audience.
Insight: Focus group and survey data shows that the general public associates Nintendo with kids, and many do not want to use Nintendo products because they feel it will make them look childish.
SMCI: Anyone can have a good time with Nintendo games.
Tone: Funny, out of left field, against conventional wisdom
Execution 1: Social - Instagram carousel
Images generated by Sora AI. Based on original photoshops by me
Execution 2: pRINT
According to focus group data, one of the reasons Nintendo as a brand is seen as more “for kids” than their competitors is that they engage less with their games’ competitive communities. To address this, I wanted to incorporate an official Super Smash Bros. tournament, streamed live on Twitch, into this campaign. The twist: all of the competitors are animals. Videos where pet fish play Nintendo games like Pokémon via movement-tracking technology have gone viral before. Rigging other animals’ enclosures with similar equipment and having them play against each other, narrated by professional commentators, would make for an amusing and engaging event that hammers home the SMCI.
