Pictionary Print BEAR by Ogilvy & Mather Kuala Lumpur


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Industry Toys
Media Print, Magazine & Newspaper
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Creative Director Gavin Earle Simpson
Copywriter Donevan Chew, Tan Chee Keong
Designer Lian Ee Wern
Illustrator Yee Wai Khuen
Released January 2012


One Show 2013
One Show Collateral / P.O.P. and In-store - Campaign Merit
One Show Magazine / Full Page or Spread - Campaign Merit

Credits & Description

Category: Illustration
Product/Service: PICTIONARY
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Yee Wai Khuen (Ogilvy Malaysia)
Art Director: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Tan Chee Keong (Ogilvy Malaysia)
Copywriter: Donevan Chew (Ogilvy Malaysia)
Designer: Lian Ee Wern (Ogilvy Malaysia)
Illustrator: Yee Wai Khuen (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Media placement: Temporary Exhibition - Toy Stores - 28th October 2011

Describe the brief from the client
Pictionary is an enjoyable word-guessing board game that challenges people to draw up words as clues for their team partners, as fast as they can. Problem is, how can it stand out from the millions of games out there?

Describe the challenges and key objectives
Pictionary needed to catch the attention of fun seekers and move them to search for it on a shelf flooded with an ocean of game boxes within a colorful toy store environment.

Describe how you arrived at the final design
We began with an idea that is true to game: fast, simple sketches increase your chances of winning. To stay true nature of the game, we kept the design elements within the posters simple. Pens, pencils and markers were used to physically draw the subjects on actual paper, which is exactly how the game is played.

Give some indication of how successful the outcome was in the market
With an idea that portrays Pictionary’s game-play in a fun way along with the simple and handcrafted appearance of the posters helped Pictionary stand out in the sea of clutter. Thus, increased its chances of being picked up from the busy shelf.