Buzzfeed homepage takeover for launch day that led to a 2.8% CTR (1300% above benchmark).

Expect the unexpected

The launch of a new side-scrolling Super Mario Bros. game is always a momentous occasion — and a unique challenge from an advertising perspective. How do you introduce the game’s exciting new features without underselling the classic elements fans know and love? Our campaign focused on encouraging fans to look forward to even more of the unexpected moments they’ve come to expect from a Mario franchise. 

Each spot opened with a close-up on Mario showcasing a new gameplay feature — balancing the familiarity of this timeless character with the freshness of something new. These moments were rotoscoped to maximize ‘thumb-stopping’ and engagement, before introducing the game itself via match-cuts of familiar characters in new and exciting worlds. We created a suite of over 200 video assets across multiple aspect ratios, highlighting dozens of new in-game features and ensuring fans were rewarded with something new each time they were served an ad.

In the lead-up to the release date, we were presented with a unique opportunity to go to Nintendo Live, where fans would be able to get their hands on a demo of Super Mario Bros. Wonder months before release. Recognizing just how much fun this experience would be, we enlisted a production partner to capture the real, raw reactions from all types of fans to use as testimonials on both social and paid media.

The results of this campaign helped to make Super Mario Bros. Wonder the hottest game of the holiday season, and the fastest-selling game in the series’ history.

Client: Nintendo

Agency: We The Collective

Role: Associate Creative Director

Year: 2023