Sedgwick Rd. helped Nintendo Start Mayhem by building an integrated campaign around the idea that different color Game Boy’s have different personalities. Turning Nintendo’s “Who are you” theme towards the device itself, the creative effectively positions the GBA as a true icon.

The Start Mayhem website is the centerpiece of the campaign. The site features online videos for each of the Game Boy’s new colors, allowing consumers to experience the “personality” of each color and ultimately identify with one or more of the devices. New videos are launched every few weeks, encouraging consumers to check back in and meet new members of the Game Boy SP family.