To remind consumers that Scrabble is both educational and fun to play, Ogilvy turned the words it creates into free Wi-Fi time in areas with no connection. Consumers simply logged onto the Scrabble network, created a word and earned WiFi minutes based on their score. Words shared on Facebook doubled their score and time. And over a two-week period, over 6,000 words were played.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD 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.