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Creative Award
New York, United States
Scrabble - "Sumo" by ANDY Awards 2010

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TitleSumo
Agency
Campaign The Beautiful Word - Scrabble
Advertiser Mattel, Inc.
Brand Scrabble
PostedNovember 2009
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 A beautiful age for a brand, yet the blockbuster board game was being considered elitist and outdated.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
AI Description The Scrabble "Sumo" ad is a whimsical animated journey drawing inspiration from the unpredictability and richness of Scrabble. It starts with a quirky character engaging the audience, leading to a colorful and absurd parade of characters, including a sumo wrestler, gangsters shooting donuts, a distressed spider, and a robotic shoe. The ad plays with imagination, crafting a narrative from a series of vivid and surreal visuals. At one point, a character parachutes and a colorful transformation occurs, emphasizing the creative possibilities inherent in Scrabble. The animation culminates in a reveal of a Scrabble board filled with a labyrinth of words, reinforcing the message that the game can take players on unexpected adventures, much like the story formed in this imaginative world. The ad closes with the Scrabble box and the line "the Beautiful Word," highlighting re-discovery and creative joy.
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Worldwide Chief Creative Officer