Mattel: LETTERS IN THEIR OWN WORDS

Credits & Description:

Advertiser: MATTEL
Agency: PEREIRA & O'DELL
Category: Video
Advertising campaign: LETTERS IN THEIR OWN WORDS
Music: (Tonic)
Copywriter: Charlie Wolff (Pereira & O'Dell)
Account Director: Henry Arlander (Pereira & O'Dell)
Editor: Inome Callahan (Umlaut)
Executive Creative Director: Jaime Robinson (Pereira & O'Dell)
Director Of Client Services: Gary Theut (Pereira & O'Dell)
VP Of Production: Jeff Ferro (Pereira & O'Dell)
Creative Director: Paulo Coelho (Pereira & O'Dell)
Agency Producer: Monica Wilkins (Pereira & O'Dell)
VP Of Strategy: Nick Chapman (Pereira & O'Dell)
Graphics: (Laundry)
Brand Strategist: Alina Shabashevich (Pereira & O'Dell)
Director: Jeff Low (Biscuit)
Art Director: Keli Linehan (Pereira & O'Dell)
Creative Director: Aricio Fortes (Pereira & O'Dell)
Director Of Photography: Igor Jadue-Lillo (Biscuit)
Chief Creative Officer: Pj Pereira (Pereira & O'Dell)

Brief Explanation
Meet the personalities behind the Scrabble tiles in this brand web film. Scrabble characters 'P', 'Q' and 'Blank' struggle with their place in the world and their worth as part of words.This quirky campaign assigns personality characteristics to Scrabble tiles which is a new twist in how we have marketed the game previously. So the next time you say your Scrabble tiles are useless, think about how that makes them feel.