Hasbro Print MONOPOLY CITY STREETS by Tribal London

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Industry Games
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Tribal London
Released September 2009

Credits & Description

Category: Games
Advertiser: HASBRO
Agency: DDB UK
Date of First Appearance: Sep 11 2009 12:00AM
Entrant Company: DDB UK, London, UNITED KINGDOM
Entry URL: http://awards2.digivault.co.uk/?p=1209
Creative Director - Digital: Matt Ross (DDB UK)
Creative Director - Digital: Ben Clapp (DDB UK)
Lead Creative - Digital: Simon Richings (DDB UK)
Technical Director: Matt Oxley (DDB UK)
Technical Lead: Paul James (DDB UK)
Animation Director - Digital: Matt Fenn (DDB UK)
Designer - Digital: Tony Cianci (DDB UK)
Programmer: Carlton Dickson (DDB UK)
Programmer: Christo Coetzee (DDB UK)
Programmer: Nicole Schloeter (DDB UK)
User Experience: Brooke McPherson (DDB UK)
Graphic Artist - Digital: Romain Brisson (DDB UK)
Account Director: Sheerien Salindera (DDB UK)

English Synopsis
MONOPOLY’s brand essence is all about negotiation. Our brief was to amplify this brand value whilst also bringing to life MONOPOLY City, through an intense, rewarding and social experience. We created a global online campaign that takes the game into the real world with a live worldwide game of MONOPOLY, using Google Maps to turn the globe into one giant gameboard! Armed with $3 million in virtual cash, players purchase and construct MONOPOLY buildings on any street in the world. They earn rent and can increase the earning potential of their streets by adding schools, eco-friendly parks etc. Players can sabotage their opponents with chance cards by erecting prisons/sewage plants, negating all rent on a street and even demolishing buildings altogether.