Digital Communications agency Lateral has created a cruelty (and Cruella) free Dalmatian style skin for the MSN messenger as part of the campaign for the new Dalmatian edition of the Nintendo DS game.

The online 'Dalmatian' campaign will be targeted at teenage girls, based on the current “Celebrities and their dogs” craze.

The Dalmatian joins all the other Nintendogs in the latest edition of the award winning DS game. Nintendogs is a game for the touch-screen based Nintendo DS which lets you train virtual puppies, and it has sold more than 2.5 million copies in Europe and over 6 million across the world in 2005.

The creative formats for the campaign, devised by Lateral, include Overlays, Banners and Skyscrapers as well as editorial features and Page skins.

While banners and skyscrapers announce the arrival of the new puppy, a flipbook overlay lets users accessorize the new puppy in the latest styles and trends, just like in the game itself.

Media planning and buying by Starcom focused on Celebrity and Entertainment sites like, Lycos, Cosmo Girl, My Kinda Place, Superficial, Jossip, Socialitelife and Quizilla

For further information please contact Karen Durham-Diggins on 020 8989 2541 or email

Editors Notes:

Lateral -, is a small, but perfectly formed digital communications agency, that packs a punch with heavy weight clients.

UK based Lateral, established in June 1997, has evolved into a unique digital consultancy that focuses on providing their clients with creative strategies and then executing them, using a support network of symbiotic business partnerships with specialist companies.

Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list. Lateral are currently developing partnerships with agencies in China to develop new marketing platforms and access the Asia market.

Clients include: Amnesty International, Faber & Faber, Five, Levi's® Europe, Nintendo, and RSPCA.

Published on: 12:00AM on 13th July 2006