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
brilliant. i think we'll be seeing this campaign at the big shows over the next 12 months.
very envious!
Right on. Very nice and subtle.
Boediboed
Trying to retire ad-man
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.
Shut up.
http://www.sharkcountry.blogspot.com/
The truth can hurt.
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.
Save the Elephant! Don't cut it up.
So simple, yet so brilliant. Just like all good advertising ought to be.
In how many magazines has this campaign run? How many times?
You should watch this!
http://www.youtube.com/watch?v=SiYEKRymTag
No, I shouldnt, But thanks for playing.
--------------------------
No, I am not a media buyer.
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.
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.
well done!
ILRBLNAT ! OVEL TI !
ERATG OBJ.
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
you are so stupid
www.therarebulldog.org
Been done.
http://adsoftheworld.com/media/print/american_airlines_apple
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.
I agree, it's a totally different idea. Both are good in their own ways.
Ivan Raszl, admin of AotW
It's the Sydney Opera House you AdMoron. Entirely different idea.
It's a different idea. The French Scrabble campaign comes a lot closer.
http://www.mashkulture.net/2008/05/28/damien_hirst_mother_child_divide...
I agree with Ivan, it's not the same idea
http://www.joelapompe.net / Facebook : Joelapompe
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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
..........
Grand Prix!
Big Prix!
Grand prix
Enormous prix!
Great work!
even i agree its not the same idea .... what's wrong with youll .....
Replace the S with an L.
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.
R-L-I-N-A-T-L-B-I !!!!
I will pray for a gold for you!
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.
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!!!!!!!!!!
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!!!!!!!!!!
brilliant!
great!
wow.
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.
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...
great concept.. maybe we shouldn't use animals though.. or people... i personally prefer not to see blood and bones and innerds..
You have only 7 letters in front of you when you playing...
However, i really like it!
Yes you only have seven, but attach it to another word and that makes 8. Simple maths really (:
esta es una de las campañas que mas me ha gustado de Chile del ulitmo tiempo...excelente!!!!! brillante!!!
PERFECT
zaza