Projects
FLEMMING x NINTENDO – Mario Kart World Campaign
The Challenge
Nintendo was preparing to launch the Nintendo Switch 2 and its flagship title Mario Kart World. The brand needed to demonstrate the console’s revolutionary GameChat feature—voice and video chat with split-screen—in a way that felt authentic, social, and distinctly Dutch.
The Solution
Nintendo assembled a dream team of Dutch personalities representing different audience segments: FLEMMING (music/mainstream appeal), Edson da Graça (sports/broad recognition), Rutger Vink (digital creator), and Bokado (gaming/younger demographic). The campaign was shot at a renowned film studio in Romania, showcasing all four competing remotely via GameChat while making it feel like they were sitting together on the same couch.
Why FLEMMING?
FLEMMING’s brand DNA—bringing people together through music and celebration—aligned perfectly with Nintendo’s “play together, anywhere” positioning. His cross-generational appeal made him the ideal bridge between nostalgic parents and young gamers, while his authentic enthusiasm for gaming added credibility to the campaign.
The Execution
The campaign launched in Fall 2024, ahead of the Switch 2’s June 5, 2025 release, running across:
The creative emphasized the social connection enabled by GameChat, positioning Mario Kart World not just as a game, but as a way to maintain real connections regardless of physical distance.
- National television (SBS6, RTL 4)
- Social media platforms
- Targeting both the Netherlands and Belgium
The Impact
The campaign successfully positioned the Switch 2 as a must-have device for Dutch households while showcasing how Mario Kart World’s GameChat feature transforms remote gaming into a shared living room experience. FLEMMING’s involvement added star power and cultural relevance, helping Nintendo connect with the Dutch market in an authentic, locally resonant way.
Key Takeaway
This partnership demonstrated FLEMMING’s ability to elevate major international brand launches, bringing authenticity and mass appeal to one of the gaming industry’s most anticipated hardware releases