Mattel Design & Branding COLOR THREADS by Ogilvy & Mather Mexico

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Industry Games
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Ivan Carrasco
Art Director Sergio Diaz-Infante, Francisco Hernandez Marzal
Copywriter David Espadas
Account Supervisor Maria Del Pilar Troconis
Illustrator Daniel Ochoterena
Released March 2011

Credits & Description

Category: Posters
Product/Service: SCRABBLE
Date of First Appearance: Mar 1 2011
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Iván Carrasco (Ogilvy México)
Copywriter: Francisco Hernández (Ogilvy México)
Copywriter: David Espadas (Ogilvy México)
Art Director: Francisco Hernández (Ogilvy México)
Art Director: Sergio Díaz-Infante (Ogilvy México)
Account Supervisor: Pilar Troconis (Ogilvy México)
Grouper Boys: Giancarlo Melloni (Mattel México)
Account Director: Alejandra Gómez (Ogilvy México)
Agency Producer: Ereth Bolaños (Ogilvy México)
Retoucher: Raúl Mendieta (Ogilvy México)
Illustrator: Daniel Ochoterena (Render Zero)
Media placement: Poster - Toy Stores - 1 March 2011

Describe the brief from the client
To show how easy is to play Scrabble.

Describe the challenges and key objectives
People thinks that Scrabble is a very difficult game, not for everybody, so the objective was to increase the perception of the easiness of playing Scrabble, showing the possibilities of the game.

Describe how you arrived at the final design
A colourful thread-treatment was made to connect the Scrabble tiles with the total amount of words, as result of all the possible combinations among the letters. Lots of words, more opportunities to win.

Give some indication of how successful the outcome was in the market
Through an interesting visual ad, people got more involved in the game, representing a sale increasing of the product.