Scrabble: Elephant

Advertising Agency: JWT, Chile
Creative Directors: Matías Lecaros
Art Director / Copywriter: Matías Lecaros
Illustrators / Photographers: Cristian Gastelo, Boris Berstel, Astro Image Creators

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48 comments

Guest commenter's picture
Guest commenter

brilliant. i think we'll be seeing this campaign at the big shows over the next 12 months.
very envious!

budibud's picture
budibud
128 pencils

Right on. Very nice and subtle.

Boediboed
Trying to retire ad-man

Guest commenter's picture
Guest commenter

Yes it's nice. But since when has Scrabble become such a big advertiser? i have seen at least 3 Scrabble campaigns recently, all very artistic and consisting of several ads. Where I come from (The Netherlands) Scrabble does not get any support by advertising. I assume the same would go for France and Chili. So, this might be not a completely fake ad but I have to take into account that there never was any brief from the client. So, 'Scrabble' has become a category in itself like hot food and superglue. Unfortunately at the big shows judges do not care about the fact that it is far easier to sell and ad for free that you came up with without a brief. So it will probably pick up awards. Most of the brilliant print work of famous agencies came about in such a way. I, however, think advertising is about creating work that is actually commisioned by a client. And I would hope against all ods that the judges at award shows will award work that is not only great, but also made with all the hardships that go along with real advertising.

brndnrap8's picture
brndnrap8
170 pencils
Guest commenter's picture
Guest commenter

The truth can hurt.

Guest's picture
Guest

you shut up. There is a point in that. This business has two sides one realistic and one for awards.Any way I really dont know why u found that on this campaign there are much worse cases.

Guest commenter's picture
Guest commenter

Save the Elephant! Don't cut it up.

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

So simple, yet so brilliant. Just like all good advertising ought to be.

Guest commenter's picture
Guest commenter

In how many magazines has this campaign run? How many times?

Guest commenter's picture
Guest commenter
SeanMartin's picture
SeanMartin

No, I shouldnt, But thanks for playing.

--------------------------

No, I am not a media buyer.

Debasis Mata's picture
Debasis Mata

I know about Scrabble word but i don't know any thing about "Scrabble" association or any. Separately the visual graphics skill is so good; I mean the 3D effect after cutout and replacement of the elephant bring a great presentation of ability.

Guest commenter's picture
Guest commenter

Scrabble is an old fashioned board game people used to play before Playstation and World of Warcraft existed. You get random letters and have to create words. Those words you put on the board and you get points for the locations of the individual letters. Every letter has a value. the X and Q are very valuable. The location can be an accellerator, up to 3 times the value of the whole word.

Nowadays only old people know and play the game. Why it is still advertised in some countries, I do not know. I was also well liked in Singaporese advertising some years ago.

Guest commenter's picture
Guest commenter

well done!

Ethan Base's picture
Ethan Base
224 pencils

ILRBLNAT ! OVEL TI !

ERATG OBJ.

Guest commenter's picture
Guest commenter

Don't talk about the scrabble guys... lets talk abt the idea.Its been done till dead before. here is one of it:

http://adsoftheworld.com/media/print/american_airlines_apple

Lecter Lecaros's picture
Lecter Lecaros
552 pencils

you are so stupid

AdGenius's picture
AdGenius
thirty6chambers's picture
thirty6chambers
1464 pencils

are you guys retarded or just retarded? how the hell is that the same idea? I would like to hear you explain this one. it bares a resemblance VISUALLY to these ads and that's as far as it goes.

ivan's picture
ivan

I agree, it's a totally different idea. Both are good in their own ways.

Ivan Raszl, admin of AotW

Guest commenter's picture
Guest commenter

It's the Sydney Opera House you AdMoron. Entirely different idea.

Guest commenter's picture
Guest commenter

It's a different idea. The French Scrabble campaign comes a lot closer.

DarkSide's picture
DarkSide
1068 pencils

G U I T A R gold
E L E P H A N T bronze

Why?
Because of the repeated letter E

Anyway, congratulattions on both

DarkSide's picture
DarkSide
1068 pencils

..........

David Lubars's picture
David Lubars

Grand Prix!

Guest commenter's picture
Guest commenter

Big Prix!

Pich's picture
Pich

Grand prix

Piet's picture
Piet

Enormous prix!

Guest commenter's picture
Guest commenter

Great work!

purplehazegirl's picture
purplehazegirl
52 pencils

even i agree its not the same idea .... what's wrong with youll .....

Guest commenter's picture
Guest commenter

Replace the S with an L.

Advertising Surveillance deptt.'s picture
Advertising Sur...

All the people saying no to this, will do nothing but smile looking at this work in award annuals next year. And I'm damn sure about this.
Simply brilliant.

vinniepee's picture
vinniepee
5 pencils

R-L-I-N-A-T-L-B-I !!!!

I will pray for a gold for you!

Guest commenter's picture
Guest commenter

number of pieces always refers to number of letters, right? so i miss two identic slices, because of two e´s in elephant. anyway, i like. good stuff.

Guest commenter's picture
Guest commenter

i liked it at first, at least as a simple attention getting ad, but the advertisers dont know crap about the product... that you can only have 7 tiles in your deck at one time! so that blows their chance and makes these scam!!!!!!!!!!

Guest commenter's picture
Guest commenter

i liked it at first, at least as a simple attention getting ad, but the advertisers dont know crap about the product... that you can only have 7 tiles in your deck at one time! so that blows their chance and makes these scam!!!!!!!!!!

ManojMaani.com's picture
ManojMaani.com
121 pencils

brilliant!

dico's picture
dico
332 pencils

great!

luckyzebra's picture
luckyzebra
93 pencils

wow.

Guest's picture
Guest

wow, this really is shit. Have you ever played scrabble? Do you realise you don't sit thre thinking there is a whole word to be made from all 7 letters. Utter shit.

Guest's picture
Guest

I don't know the brief for this scrabble work, but as far as I know, when playing scrabble one has several options to use, and the purpose is to GAIN POINTS....

This would go better for a puzzle campaign...

dakfuzz23's picture
dakfuzz23
24 pencils

great concept.. maybe we shouldn't use animals though.. or people... i personally prefer not to see blood and bones and innerds..

Guest's picture
Guest

You have only 7 letters in front of you when you playing...

However, i really like it!

Guest's picture
Guest

Yes you only have seven, but attach it to another word and that makes 8. Simple maths really (:

greig's picture
greig
22 pencils

esta es una de las campañas que mas me ha gustado de Chile del ulitmo tiempo...excelente!!!!! brillante!!!

Zaza's picture
Zaza
166 pencils

PERFECT

zaza

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