Pictionary needed to catch the attention of fun seekers and move them to search for it on a shelf flooded with an ocean of game boxes within a colourful toy store environment.

We began with an idea that is true to game: fast, simple sketches increase your chances of winning. Then we contrasted the sketch against a highly detailed, hand-crafted scenario which shows that the simple sketch is defeating the other elements in the scene. Pens and markers were used to physically draw the subjects on actual paper, which is exactly how the game is played.

With an idea that portrays Pictionary’s game-play in a fun way along with the handcrafted appearance of the posters helped Pictionary stand out in the sea of clutter. Thus, increased its chances of being picked up from the busy shelf.