Scrabble was celebrating 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 A beautiful age for a brand, yet the blockbuster board game was considered elitist and outdated by some.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, then follow the maze formed by the different words; they make an enchanting story that 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. The campaign was also selected in Use of Music.
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