Mattel: NASCAR, SAMURAI

Credits & Description:

Advertiser: MATTEL SOUTHEAST ASIA
Agency: OGILVY MALAYSIA
Category: Print and Poster Ads
Art Director: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Yee Wai Khuen (Ogilvy Malaysia)
Illustrator: Yee Wai Khuen (Ogilvy Malaysia)
Copywriter: Donevan Chew (Ogilvy Malaysia)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Designer: Lian Ee Wern (Ogilvy Malaysia)
Print Producer: Mandy Lee (Ogilvy Malaysia)
Creative Director: Tan Chee Keong (Ogilvy Malaysia)
Illustrator: Milx (Ogilvy Malaysia)

Outcome
With an idea that portrays Pictionary’s game-play in a fun way along with the 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.

Implementation
We began with an idea that is true to game: fast, simple sketches increase your chances of winning. Then we contrasted the sketch against a highly detailed, hand-crafted scenario which shows that the simple sketch is defeating the other elements in the scene. Pens and markers were used to physically draw the subjects on actual paper, which is exactly how the game is played.

Client Brief Or Objective
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?

Brief Explanation
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 colourful toy store environment.