TV / OLV • US
Building a new audience for Nintendo Switch.
Dude, of course women play video games.
But Nintendo hadn't marketed directly to women in over a decade.
So rather than waiting for a brief, we brought them one.
We Play Our Way
We Play Our Way was a new platform designed around a simple truth: there is no single way women play. And play we do.
Over 18 months, we built out that idea across more than 20 films, different software titles, different kinds of players, and some very different personalities, all united by the way Nintendo fits naturally into their lives.
Here are a few of my favorites:
18 MONTHS • 20+ FILMS • 3 GLOBAL TALENTS • A LOT OF NINTENDO SWITCHES
And then we brought in some friends.
Serena Williams
Competitive even when she’s technically relaxing. Across Mario Tennis, Just Dance and Fitness Boxing,
we built Serena’s films around the same thing that makes her Serena: she plays to win.
Featured on: Essentially Sports, Essence, Super Bowl LV Pre-Game
Awkwafina
With Awkwafina, we let the weird win. From Mario Kart trash talk to fully committing to a Toad costume,
we built her films around the quick wit and chaos people already loved.
But this was much bigger than celebrity.
From roommates and friends to moms, athletes, commuters and solo players, each story gave us another way to show what we'd believed from the start: women had always been part of gaming culture. Nintendo just needed to start talking directly to them.
And women loved it!
Following the launch of the platform, Nintendo saw a major demographic shift in who was playing the Switch.
What started as a proactive idea became 18 months of work, more than 20 films, Super Bowl placement and an entirely new audience for the brand.