Scrabble: The Beautiful Word.

Scrabble created a beautiful ad, without many ideas in it, except for one and basic: words are music, music is images, images are words. Fair enough. Funny how is possible to read the brief on the youtube page of the video. From Ogilvy, Paris. The Brief : Scrabble is a standard board game worldwide which celebrates today its 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 Despite this success, Scrabble is mostly seen today as an elitist and outdated game. Its play dimension is in a constant slow down. Eventually, the penetration rate is already high in France, and therefore we must recruit (new) young families. Scrabbles present stakes: – Revamping the brand and its values – Getting rid of an a priori: Scrabble is not a game only entertaining for the lovers of words and figures. – Helping to rediscover the richness of the game experience The strategy behind the campaign : our Big Ideal for Scrabble: What is the ...