Nintendo promoted the “Nintendo DS Lite” this year with “Communion Day”, drawing our attention to the portability of the handheld game console. Eight children pose for a photograph for their first communion day, the girls in traditional white dresses. In the back row the four boys are looking down, distracted by the Nintendo DS consoles in their hands.
The “Communion Day” advertisement was developed at Leo Burnett, Milan, by creative directors Sergio Rodriguez and Enrico Dorizza, art director Rosemary Collini Bosso and copywriter Paolo Guglielmoni.
Photography is by Max & Douglas.
The Nintendo ‘Communion Day’ advertisement won a Silver award for Press at Epica 2006.
“DS” refers to “Developers’ System” and “Dual Sceen”.