How do you convince an aging population that playing Brain Age on Nintendo DS sharpens the mind?
Just telling a bunch of adults to stay sharp seemed expected, and snoozy. So instead, we created an integrated campaign that invited people to stop getting stupider.
- launch stunt
- billboards
- outdoor
- stupider news stand
- stupider news
- online
- transit
- keychain promo
- parking stunt
- ‘lottery’ guerilla
- PR stupider stunt
- book packaging
- inside packaging















