2008: Scrabble celebrated its 60th birthday. A beautiful age for a brand, yet the blockbuster board game was considered elitist and outdated by some. It was time to help consumers rediscover the richness of the Scrabble experience. The creative idea behind the campaign was inspired by the principle of the game itself. Picture a Scrabble board at the end of a game. Following the labyrinth formed by the words, an enchanting story takes shape, and takes your imagination to unexpected places… We turned this fabulous potential into images, gave it motion and life, and ‘The Beautiful Word’ campaign was born.
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