Scrabble: The Beautiful Word
Scrabble has just reached it 60th birthday, with 100 millions of boxes sold throughout 121 countries in 29 languages, it is the most sold letter game ever. Despite this success, Scrabble is mostly seen today as an elitist and outdated game.
Scrabble is starting a new advertising campaign to dispel the notion that Scrabble is an elitist game. Here is the principle of the game: “Different words accidentally encounter during a Scrabble game, giving by chance birth to a world as unexpected as enchanting. Picture a board of Scrabble at the end of a game: words that have nothing to do with each other are crossing and overlapping, to the point that they sometimes tell a crazy story ! Our creative idea is to turn this fabulous potential into images.”
[youtube:http://www.youtube.com/watch?v=h3ul3q1PexA]
[youtube:http://www.youtube.com/watch?v=NThCPpyoW7U]
[youtube:http://www.youtube.com/watch?v=8kr0QEwfZBk]
Advertising Agency: Ogilvy&Mather, Paris, France
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