Scrabble: Word strings
Everyone has them. Words that want to come out and play.
The international market desired advertising to support the playful personality of the Scrabble brand. The challenge existed in the broad cultural and language differences of the nearly 30 different markets the commercial would run in. To use this hurdle to our advantage, we created an eye catching piece using the imagined objects of a father, mother and son playing each other in an imaginary world of the board game which in the end becomes a real board game. This allowed us to effectively version out a small portion of the commercial for each market and use the game pieces to fit each language.
Advertising Agency: Young & Rubicam, Irvine, USA
Executive Creative Director: Anthony DiBiase
Creative Director / Art Director: Erik Norgaard
Copywriter: Emlie Council
Production Company: Rhythm & Hues
Director: James Wahlberg
Published: December 2009