andy-awards logo ANDY Awards

ANDY Awards

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

Filter results by

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 A beautiful age for a brand, yet the blockbuster board game was being considered elitist and outdated.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
AI Description The ad for Scrabble is a colorful and whimsical animated journey into imagination. It begins with a fanciful tale narrated through visuals on an imaginary Scrabble board. Elements like a yo-yo, a boat, and a donkey under pouring rain are depicted. The story continues with playful imagery of a gorilla in a limo and a sweet hula dancer in a circus of words. A vivid rainbow, dinosaurs, and surreal knitting scenes unfold, drawing viewers deeper into a world of creativity and playfulness. The visuals transition into a lively display of animated objects, all narrating a charming and imaginative narrative that concludes with a Scrabble game forming the words seen throughout the ad. The ad captures the richness and fun of Scrabble, encouraging viewers to rediscover the game's beauty and potential.
Creative Director
Art Director
Associate Art Director
Copywriter
Copywriter
Director
Director
Production Company
Worldwide Chief Creative Officer