• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Sumo / Hula / Yoga

Award: Yellow Pencil

Yellow Pencil / TV & Cinema Crafts / Animation / 2010

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 A beautiful age for a brand, yet the blockbuster board game was considered elitist and outdated by some.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.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again