Exec. Creative Dir.
Sr. VP-Creative Dir.
Assoc. Creative Dir.
NINTENDO OF NORTH AMERICA
Pierre-Paul Trepanier Consumer Mktg. Dir.
Amit Singh Advt. Mgr.
Cammie Dunaway Exec. VP-Sales & Mktg.
GOODBY, SILVERSTEIN & PARTNERS
Jeff Goodby Co-Chrmn., Part.
John Thorpe Dir.-Brand Strategy, Assoc. Part.
Rebecca Stambanis Brand Strategy Dir.
Roger Guillen Creative Dir.
Erik Enberg Copywriter
Karin Onsager-Birch Assoc. Creative Dir.
Sidney Bosley Sr. Comm. Strategist
STARCOM MEDIAVEST GROUP
Launching McDonald’s premium coffee in Seattle, Starbucks’
hometown, where The Buck outflanks McDonald’s 4-to- 1 in retail
locations and there’s an indie café on every corner, was no easy
task. The strategy: Tap into unpretentiousness, a core value of
Washingtonians, to create a backlash against coffee elitism. The
campaign included a 12-foot-tall coffee confessional housing “our
Dr. Phil” of the espresso world conducting anonymous “Unsnobby”
interventions, which got Seattle buying McCafé, overdelivering
trial goal by 173%.
HOW WILL IT MOVE YOU?
Wii Fit, an exercise program for the Wii console using a wireless
peripheral balance board, is about a product in translation;
it created a step-change in the gaming world with a product that
fit neatly into a predefined category. The campaign created a
movement to get moms on board and America moving more.
It took Nintendo from the testosterone-fueled world of gaming to
lifestyle-entertainment. The result was an unprecedented success –
moving brand measures, moving product and ultimately