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

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.

The site has great old school sound effects on roll overs but would be more interesting if you could create your own cover. Some type of feature where you pimp your Game Boy.

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ON: Nintendo Old School via @jpenabickley