Mattel Design & Branding LETTERS by DDB Santiago


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Industry Games
Media Design & Branding
Market Chile
Agency DDB Santiago
Creative Director Simon Subercaseaux
Art Director Pablo Orosco, Nicolas Montt, Rodrigo Ulloa - Sergio Duarte - Claudio Campistó
Copywriter Rodrigo Rojas, Eddy Fernandez - Tomás Garin, María De Los Angeles Contreras - Felipe Hernandez
Released July 2011

Credits & Description

Category: Advertising Typography
Advertiser: MATTEL
Product/Service: SCRABBLE
Creative Director/Art Director/Copywriter: Matias Lecaros (DDB Chile)
Creative Director: Simon Subercaseaux (DDB Chile)
Creative Director/Copywriter: Felipe Araya (DDB Chile)
Art Director: Sergio Duarte (DDB Chile)
Art Director: Tomas Garin (DDB Chile)
Art Director: Pablo Orosco (DDB Chile)
Art Director: Nicolas Montt (DDB Chile)
Copywriter: Felipe Hernandez (DDB Chile)
Copywriter: Rodrigo Rojas (DDB Chile)
Copywriter: Eddy Fernandez (DDB Chile)
Media placement: Outdoor posters - supermarkets - December 9, to December 24
Media placement: Billboards - shopping malls - December 9, to December 24
Media placement: Indoor posters - toy stores - December 9, to December 24

Describe the brief from the client
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.

Describe the challenges and key objectives
We had a 15-day span before Christmas to project an impactful campaign that would differentiate us from the ocean of competitors in an already saturated communication space. In addition, we wanted to potentiate the brand to its maximum expression in order to reach the goal of a 15% raise in sales compared to the previous December.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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.