Nintendo gets creative for new Art Academy campaign

Nintendo’s latest sampling tour will use Art Academy to inspire the UK’s budding artists.

The platform holder’s Create Britain campaign kicks off on Thursday, May 19th to promote artistic pastimes to consumers via the 2010 DS release, which has sold more than 345,000 copies in the UK.

Nintendo reps at each event will show shoppers how easy it is to learn how to paint or draw using the title’s step-by-step tutorials.

The aim is to get the UK to discover its artistic side through the use of Art Academy,” said Nintendo marketing assistant Rebecca Archer.

Sampling will therefore be an integral part of this campaign, as the only way consumers will discover what Art Academy can teach them is through trying the software themselves.

Many people view art as elitist and highbrow. We want to make it accessible to all by demonstrating that anyone, whatever their ability, can learn to paint and draw using Art Academy.”

The tour will visit some of the UK’s biggest retail locations, from London to Scotland (see ‘Sampling Tour Dates’ below).

All of our sampling venues are large footfall shopping centres that have mass market appeal,” said Archer. We have also been careful to select sampling venues across the country so that every consumer has an opportunity to come along.”

Nintendo will be promoting the tour with a three-week TV campaign, with spots running during family shows such as Coronation Street, Hollyoaks and Emmerdale.
There will also be online ads and a range of Create Britain POS in stores.


Brent Cross, North London – May 19th to 22nd
St Davids, Cardiff – May 26th to 29th
MetroCentre, Gateshead, Newcastle – June 2nd to 5th
Bullring, Birmingham – June 9th to 12th
Arndale Centre, Manchester – June 16th to 19th
Braehead, Scotland – June 23rd to 26th

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