Too busy. Too tired. Too overworked. 

The data told agency Mass Minority that parents were looking for ways to reconnect with their children in a world that often seems to drive them further apart. The team didn’t want to simply rely on Nintendo’s reputation as a leader in the gaming market; rather, the new campaign aims to use the innovative properties of the Nintendo Labo to reflect the agency's belief in the importance of never allowing our jobs or demanding schedules to become bigger priorities than our relationships.

This insight led to the digital spot that stands as the narrative anchor of the campaign.

The agency wanted the product itself to serve as a reminder that family togetherness is sacred and worth protecting. When that kind of sincere message resonates within the market, then it’s always time well spent.