Hasbro Design & Branding CONNECT 4 by DDB Paris

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Industry Games
Media Design & Branding
Market France
Agency DDB Paris
Art Director Jessica Gerard-Huet
Copywriter Jean-Francois Bouchet
Account Supervisor Marie-Laure Dangeon, Juliette Ferré
Illustrator Anaïs Bauser
Released July 2011

Credits & Description

Category: Illustration
Advertiser: HASBRO
Product/Service: CONNECT 4
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director: Jessica Gerard-Huet (DDB Paris)
Copywriter: Jean-François Bouchet (DDB Paris)
Illustrator: Anaïs Bauser (DDB Paris)
Account Supervisor: Marie-Laure Dangeon/Juliette Ferré (DDB Paris)
Advertiser Supervisor: Pierre Laura/Cyrille Guérin/Sylvaine Gomez (Hasbro)
Media placement: Print - Le Parisien - 29/12/2011

Describe the brief from the client
Connect4 (known as 'Puissance4' in France) was created in 1974. Its very simple game play (you have to connect 4 of your own tokens in a row, before your opponent) made it quite popular.
Since 1974, it has never evolved: still the same design and gameplay, on a market dominated by innovation. As a result, in 2011, when buying a family game, it is the last one coming to people's mind.

Describe the challenges and key objectives
How to make it up to date again, and resuscitate interest for the game, though the game has nothing new to offer ?

Describe how you arrived at the final design
The old 70's design and gameplay appeared like the main weakness. However, in fact, they were also that had made the success of the game. So we decided 2 things :

- to target parents, as they knew the game and could buy it for their own kids
- to use in a fresh way the design and gameplay, to build the ads: the old grid has become the rack of harsh short stories, written on the game tokens, clearly expressing all the fun and tension of the game.

Give some indication of how successful the outcome was in the market
Puissance 4 is now the 2nd game on the market in terms of sales (Sales result, France, 1st quarter 2012)