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

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TitleYoga
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 A beautiful age for a brand, yet the blockbuster board game was being considered elitist and outdated.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
AI Description This Scrabble ad beautifully visualizes the concept of the game becoming an imaginative world. As the animation unfolds, a yoga mat appears, followed by eccentric characters including a clown practicing yoga. The cartoonish animation is vivid and surreal, with bold color use predominantly featuring red and black. Characters engage in whimsical scenarios: a washing machine adventure, a humorous chase, and a playful interaction with a wild bull. The animation captures a world of unexpected happenings, blending humor and fantasy. The soundtrack adds to the playful, surreal theme while conveying a sense of fun and excitement. The narrative highlights the endless possibilities of words, as vibrant Scrabble tiles form multiple words, leading to imaginative stories. Ultimately, the ad reinforces Scrabble’s identity as a game that stimulates creativity and a sense of adventure, capturing imaginations in its playful realm.
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Production Company
Worldwide Chief Creative Officer