Wii Campaign Launch
Wednesday, November 15, 2006
What can you say about a new game console that has family members of all ages flailing their limbs about in front of the TV, bustin’ moves usually reserved for the dance floor, and working up a sweat as they virtually duke it out? That is the story of Nintendo’s new Wii system that is taking the gaming world by storm and redefining the battleground of the console wars.
After nearly 20 years of working with Nintendo of Canada this was a campaign Fleming Design couldn’t wait to sink our teeth into. How best to launch a radical new product and industry frontrunner? How to introduce gamers to a completely new way of gaming? We knew Wii had to stand out in a crowded gaming marketplace while highlighting the features that made it so unique.
Fleming Design set the Wii campaign apart with a modern white colour scheme and clean imagery that mirrored the product itself. Stylized motion lines were conceptualized early on and predominated in the collateral. The motion lines were highly effective as they emphasized the action, game play, and function of the Wii controller. Crisp, bright photography of Wii gamers added punch to select pieces and served to further demonstrate Wii in action.
This was a complex, multi-phase campaign that put our entire studio on creative alert. Fleming Design created over 50 distinct pieces of collateral suited to each phase, from banners and posters to print ads and retail standees. All pieces worked together to showcase Wii as an innovation in video game development that would change the way video games are played.
Having been involved in all of Nintendo of Canada’s major product launches, from NES and SNES to GameCube, and from GameBoy to DS and now to Wii, Fleming Design has developed an excellent relationship with the industry giant. Nintendo continues to turn to Fleming Design to brand their products effectively across diverse collateral in a very competitive market.
