Agency: J Walter Thompson | Author: Fiona Bioletti |
Big Boys' Toys - Making Game Boy something to do with your brain
Game Boy was already established as a children's icon when Nintendo asked JWT to send it zapping up the sales graph, which meant identifying a new audience. By understanding the tension between the child and the adult in your average bloke, JWT developed a strategy, and advertising that moved Game Boy from being a toy to being exercise for your mind.
WHAT WE WERE ASKED TO DO
Game Boy had worked its way firmly into the back...