December is the month of the year where sales are highest in the toys’ market. There are plenty of brands – each with plenty of different products –, which fight to be in the mind of consumers. Hence, those consumers are bombarded with TV spots and ads discounting toys for Christmas. Our client therefore entrusted us with the task of realising a graphic campaign that would position the Scrabble within the TOM for games-to-buy this winter.

After various brainstorming sessions with the creative team, looking for the perfect solution to get Scrabble to stand out in the middle of so much visual noise, we decided that we should concentrate on the visual impact of the ad rather than its hard-selling claim. Thus, we envisioned a way to conceptualise the game through a typographical creation where every letter became an entire universe of possibilities. The letters could live separately or interact together to form the Word 'Scrabble'. To make it more interesting still, we transformed every single letter into a piece of sculptural art.

As a consequence of our graphic campaigns, sales grew 30% compared to December 2010 – going beyond the goal by a 100%.The campaign was launched 15 days before Christmas and ran all the way from December 9 to December 24 of 2011.