Scrabble Print The Ugly Duckling by Ogilvy & Mather Guatemala

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The Ugly Duckling

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Industry Games
Media Print, Magazine & Newspaper
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Herberth Monterroso Ogilvy
Art Director Christina Irving-Bell, Fernando Mira
Copywriter Desire Cojulum
Illustrator Sua Agape
Released May 2012

Awards

Clio Awards, 2013
Print Technique Copywriting Silver
Print Product/Service Bronze

Credits & Description

Media: Outdoor
Category: Games & Toys
Agency: Ogilvy
Brand: Scrabble
Geo: Americas, Guatemala
This poster was written to prove the infinite amount of words you can get combining the alphabet letters when playing Scrabble. We tok the classic tale The Ugly Duckling "El Patito Feo" and using the exact same letter, from the title and the story, wrote a completely different tale: "Pelotita Ofe", Little Ball Ofe. As an example, if this poster was written in English, a different tale using the same letters of The Ugly Duckling could have been "Cudy The Gull King". "Pelotita Ofe" tells the story of a little ball called Ofe (short name for Ofelia) that opposite to the Ugly Duckling, goes from pretty to ugly after she goes on a diet because she finds out that she is fat.
Advertising Agency: Ogilvy, Guatemala
Chief Creative Officer: Ramiro Eduardo
Ogilvy Guatemala, Guatemala
Creative Director: Herberth Monterroso
Ogilvy Guatemala, Guatemala
Copywriter: Desire Cojulum
Ogilvy Guatemala, Guatemala
Illustrator: Sua Agape
Ogilvy Guatemala, Guatemala
Art Director: Fernando Mira
Ogilvy Guatemala, Guatemala
Art Director: Christina Irving-Bell