Winner: Nintendo and GolinHarris
Campaign: Nintendo "Disrupts" The Interactive Entertainment
Once a giant in the video game industry, Nintendo's brand had waned as its two titanic competitors, Microsoft and Sony, asserted themselves as leaders in the marketplace; thus,
executives wanted to reassert Nintendo's relevance.
Teaming up with GolinHarris (GH), Nintendo PR execs organized a campaign to rebrand itself as a "market disruptor" that would bring back innovation to the entertainment
landscape, while appealing to a nontraditional audience: women, Baby Boomers and seniors.