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Gaming for a new generation

Inspiring a new generation of game lovers to join the fun.


Nintendo briefed us to find a way to talk to their younger audience about their latest handheld console and all of the great games available to them.


We thought about what makes Nintendo great for kids and sets them apart from competitors, PlayStation and Xbox.  We identified the rich heritage and depth of games available, their world-famous characters and the accessibility of their games for all ages and interests.

This simple product and brand truth allowed us to connect with our audience and their parents and from this, Made for Play was born.


Using this new branding, we promoted a whole host of popular Nintendo family titles, as well as the 2DS and 3DS consoles in a way that was relevant and exciting for our audience.

Activity spanned in store, online with a dedicated microsite and a nationwide tour.