Nintendo Ds Design & Branding WARIO WARE DIY by Leo Burnett Chicago

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Industry Video Games/Consoles
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Dominick Maiolo
Art Director Morten Halvorsen, Sungkwon Ha, Jeongiyn Yi, Pablo Jiménez
Copywriter Hallvard Fjeldbraaten
Released March 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: NINTENDO
Product/Service: NINTENDO DSI
Date of First Appearance: Mar 29 2010
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Dominick Maiolo (Leo Burnett Chicago)
Copywriter: Hallvard Fjeldbraaten (Leo Burnett Chicago)
Art Director: Sungkwon Ha (Leo Burnett Chicago)
Art Director: Morten Halvorsen (Leo Burnett Chicago)
Art Director: Pablo Jimenez (Leo Burnett Chicago)
Art Director: Jeongiyn Yi (Leo Burnett Chicago)
Agency Executive Producer: Vince Geraghty (Leo Burnett Chicago)
Agency Producer: Jennifer Pecorella (Leo Burnett Chicago)
Production Company: (Keyline Studio - Studio 1 Digital)
Printer: (Johns Byrne)
Account Director: Sarah Tynan (Leo Burnett Chicago)
Account Executive: Antony Demekhin (Leo Burnett Chicago)
Media placement: Flyer - Game Developers Conference In San Francisco - March 9, 2010 - March 13, 2010

Describe the brief from the client
WarioWare: Do-It-Yourself is a game for Nintendo DS that lets you create your own games.

To promote this game we were asked to create an in-bag flyer for the attendees at the Game Developer Conference (GDC) in San Francisco.

Describe the challenges and key objectives
Our audience was hardcore-gamers in one of the most technological advanced gaming environments in the world – where other vendors spend hundreds of thousands of dollars to be heard. How could we compete with that, when all we could afford was a piece of paper?

Describe how you arrived at the final design
With the insight that hardcore-gamers love gaming merchandise, we decided to make it possible to turn our flyer into your very own D.I.Y. Wario character. You simply had to do it yourself.

Give some indication of how successful the outcome was in the market
Our D.I.Y. Wario instantly entered the blogosphere, became the main picture from the GDC in several of the biggest gaming magazines in the world, including Kotaku, 1-up and Gamer.

One year later, our DIY Wario is still, to this day, being sold as gaming merchandise and collectors items on Ebay.