CanWest and Partners Bring Nintendo's Big Brain Academy(TM): Wii Degree to Canadian Prime Time

    Nintendo's Big Brain Academy: Wii Degree and "Are You Smarter Than A
    Canadian 5th Grader?" Set for Integration

    TORONTO, Aug. 14 /CNW/ - As casting and production of Global Television's
"Are You Smarter Than A Canadian 5th Grader?" gets underway for its Fall 2007
debut, a collaborative "dream team" has blazed a new trail in content
integration for promotion of Nintendo's Big Brain Academy(TM): Wii Degree.
    The team, including Nintendo of Canada Ltd, Starcom, CanWest MediaWorks,
Insight Productions and Mark Burnett Productions, has created an innovative
package of integration elements. Throughout the five special episodes of "Are
You Smarter Than A Canadian 5th Grader?", fans nationwide will experience a
creative mix of campaign elements including program integration, product
placement, and associative branding, maximizing advertising opportunities
throughout the casting period and during the broadcast.
    "Our goal was to find and build on the perfect opportunity for Nintendo
to reach its key demographic to encourage and guide families in the quest to
exercise their brains and smarts," said Shauna Chan, Strategy Director,
Starcom. "We saw 'Are You Smarter Than A Canadian 5th Grader?' as a natural
fit with the Big Brain Academy(TM): Wii Degree and all it's potential to reach
families in that crucial learning and interactive setting."
    As presenter of "The Global Television Canadian 5th Grader Kid-Casting",
Nintendo's Big Brain Academy(TM): Wii Degree will showcase a massive presence
at the children's casting, including a Big Brain Academy Zone complete with
on-site Wii(TM) systems from Nintendo to allow kids and parents to interact
with the game in preparation for their auditions.
    Throughout the Kid-Casting tour, will provide all of the
excitement of the show online by streaming updates from the Big Brain Academy
Warm Up Zone and providing a behind-the-scenes look at the casting process.
    "We were immediately captivated when Starcom shared this strategic
opportunity with us," said Nintendo of Canada vice-president and general
manager, Ron Bertram. "It's been a great experience and we're delighted to
showcase the social, competitive fun that Big Brain Academy: Wii Degree can
offer to Kid-Casting participants, the Grade 5 panellists, and to viewers all
across Canada during the broadcast."
    During the broadcast phase of "Are You Smarter Than A Canadian 5th
Grader?", audiences nationwide will be introduced to the Nintendo program
through direct broadcast integration. For example, '5th Grader's' pivotal
$25,000 question will be branded the "Big Brain Academy Question", and the
show will include other exciting hallmark features of the game.
    "We are very pleased that all the partners understood the opportunity we
were looking to create and immediately shared the same vision for the
campaign," said Gaye McDonald, Vice President, Marketing Ventures - Brand
Partnership, CanWest MediaWorks. "For CanWest, the real excitement came in the
incredibly collaborative, creative and trusting approach this team took,
allowing us to move very fast out of the gate to make creative and effective
decisions and roll out what we anticipate will be one of the premier campaigns
this year."

    About CanWest MediaWorks Inc.
    CanWest MediaWorks Inc. is a wholly-owned subsidiary of CanWest Global
Communications Corp. (TSX: CGS and CGS.A,, an
international media company. In addition to owning the Global Television
network, CanWest is Canada's largest publisher of English language daily
newspapers, and also owns, operates and/or holds substantial interests in
conventional television, out-of-home advertising, specialty cable channels,
Web sites and radio networks in Canada, New Zealand, Australia, Turkey,
Indonesia, Singapore, the United Kingdom and the United States.

    About Starcom MediaVest Group
    Ranked one of the largest brand communications groups in the world,
Starcom MediaVest Group ( encompasses an integrated network
of highly specialized consumer contact companies. SMG's global organization
includes strategic marketing communication architects who are highly
specialized in media management, response media, internet and digital
communications, as well as multicultural, directional, search, entertainment,
sports sponsorship and event marketing and media. With nearly 5,800 employees
in 89 markets worldwide, SMG delivers brand-building results for many of the
world's leading companies.

    About Nintendo
    The worldwide leader and innovator in the creation of interactive
entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets
hardware and software for its popular home and portable video game systems.
For more information about Nintendo, visit the company's Web site at Big Brain Academy: Wii Degree is rated "E" for Everyone by
the Entertainment Software Rating Board.

For further information:

For further information: Tammy Bender, CanWest MediaWorks, (416)
442-2177,; Lorena Cordoba, Cohn & Wolfe (Nintendo
Representative), (416) 924-5700 ext. 4087,; Shauna
Chan, Starcom Worldwide, (416) 928-4238,

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