Chris Garbutt
Global Chief Creative Officer at TBWA\Worldwide
New York, United States
TitleHula
Agency
Campaign The Beautiful Word - Scrabble
Advertiser Mattel, Inc.
Brand Scrabble
PostedNovember 2009
Product Board game
Business Sector Toys & Games
Story 2008: Scrabble celebrated its 60th birthday. A beautiful age for a brand, yet the blockbuster board game was being considered elitist and outdated. It was time to make the consumers rediscover the richness of the Scrabble experience. The creative idea of the campaign was inspired by the principle of the game itself. Picture a board of Scrabble 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
Media Type Television
Creative Director
Art Director
Associate Art Director
Copywriter
Copywriter
Director
Director
Production Company
Worldwide Chief Creative Officer

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