Letting fans build their own Super Mario levels was more than just a fantasy made real—it was a celebration of Nintendo’s 30th anniversary.

So to promote the arrival of Super Mario Maker, we created a larger than life Super Mario world where fans of all ages could realize crafting levels before their very eyes. We even developed a VR experience uniquely for the campaign, immersing takers in our fantastical Super Mario world.

The spots earned millions in views on YouTube in the campaign’s first week. Sales were equally brisk—in in just the first few months, fans had created over seven million original new levels.