2006 – and the video games industry is locked in a technological arms race. Sony and Microsoft battled it out over processor speeds and memory bandwidth. The industry looked to Nintendo – and Nintendo weren’t interested. They cared about people and their love of playing games and the rest would follow.

A year in development, Cake worked in partnership with Nintendo’s European marketing team to take the battle back to its rivals. The launch culminated in an unveiling of Nintendo Wii at London’s Excel Arena to an audience of 600 media and industry guests. The show – produced by Cake Live – and the global media coverage – orchestrated by Cake’s communication team reached an audience of over 100 million.

Nintendo Wii sold 1.3 million consoles in the first six months of its life, and posted the strongest financial results in its history. Cake’s work generated over 7,000 news articles across and Europe, securing 2.3 billion ‘opportunities to see.’