Scrabble: SAVING WORDS

Credits & Description:

Type of entry: Ambient
Category: Small Scale Special Solutions
Advertiser: MATTEL
Product/Service: SCRABBLE
Agency: LOLA Madrid, SPAIN
Client: MATTEL
Product: SCRABBLE
Entrant: LOLA Madrid, SPAIN
Type of Entry: Ambient
Category: Small Scale Special Solutions
Entrant Company : LOLA Madrid, SPAIN
Advertising Agency : LOLA Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Lola)
Creative Director: Francisco Cassis (Lola)
Art Director: Aida Pozuelo (Lola)
Art Director: Marta Expósito (Lola)
Copywriter: Sandra Cano/Ludeña (Lola)
Agency Producer: Marie Gilot (Lola)
Account Executive: Jaime De Arostegui (Lola)
Account Director: Rocio Abarca (Lola)
Client Service Director: Daniele Cicini (Lola)
Agency Producer: Natalia Cambra (Lola)
Description of Ambient execution:
Scrabble, the famous word game, asked us for an idea that would help the brand return to the top of mind of the average person.
Our plan?
To show the world how beautiful words are.
How?
By taking all the words that the economic crisis destroyed in our cities and return them to their original beauty.
That’s why we created Saving Words. An initiative to repair the broken signs in the cities and return them to their original beauty.
We found dozens of damaged signs and got in touch with their owners in order to restore them. Our only condition? That the missing letters would be replaced by Scrabble letters.
In the end, the owners were grateful for the renovation of their signs and were able to surprise passers-by, who immediately recognised our letters.
And, little by little, we made words in the city look beautiful again.