Nintendo - Even art direction needs direction

Owen Dowling and Laurence Horner

This article discusses how the agency for Nintendo developed a way of branding the diversity of its magazine advertising.
Agency: Leo BurnettAuthors: Owen Dowling and Laurence Horner

Nintendo – Even art direction needs direction

Owen Dowling and Laurence Horner

This is a story about how a case of brand schizophrenia was treated by some planners meddling in the world of art direction. Planning found itself turning what originally looked like a bit of an art direction 'tidying up' job into a full-on brand make-over brief.

THE CLIENT'S BRIEF

Our UK client hears voices in her head when it comes to advertising video games. For two years the Germans, the Italians, the Americans –...

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