New advertising campaign for the board game Scrabble title The Beautiful World. Scrabble is not only celebrating their 60TH anniversary but they hope to change the image of the game. Scrabble is mostly seen today as an elitist and outdated game. Its play dimension is in a constant slow down. Their penetration rate is already high in France, and they hope recruit new young families. Scrabble plans to revamp the brand and its values, "Scrabble is not a game only entertaining for the lovers of words and figures". Helping to rediscover the richness of the game experience The strategy behind the campaign the “Big Ideal” for Scrabble: What is the Big Ideal? Cultural Tension and Brand’s Best Self is the Big Ideal For Scrabble. Loss of words in a fast, electronic media driven age plus Scrabble is a great fun with words. For Scrabble, the world would be a better place if we loved words more.
As always, I need help in finding the music credits for the Scrabble spot so please post any info you have on the music.
Title: THE BEAUTIFUL WORDAdvertiser/Client: MATTEL
Product/Service: SCRABBLE
Agency: OGILVY & MATHER, Paris
Chris Garbutt Executive: Creative Director Ogilvy and Mather
Arnaud Vanhelle: Copy Writer Ogilvy and Mather
Benjamin Bregeault: Copy Writer Ogilvy and Mather
Mihnea Gheorghiu: Copy Writer
Antoaneta Metchanova: Art Director Ogilvy and Mather
Alex Daff: Art Director
Najin Ha: Art Director Ogilvy and Mather
Benoit de Fleurian: Managing Director Ogilvy and Mather
Marie-Charlotte Lafront: Group Director Ogilvy and Mather
Herve Parizot: President Mattel
Arnaud Roland Gosselin: Marketing Director Mattel