| One Show 2013 | ||
|---|---|---|
| One Show Entertainment | Craft / Technique / Best Writing | Merit |
Advertiser: MATTEL
Agency: PEREIRA & O'DELL
Category: Short Format Internet Film
Advertising campaign: LETTERS IN THEIR OWN WORDS
Advertiser's Supervisor: Elizabeth Gampp
Executive Creative Director: Jaime Robinson
Agency Producer: Jeff Ferro
Art Director: Keli Linehan
Producer: Mary Beth Jenner
Agency Producer: Monica Wilkins
Planner: Nick Chapman
Producer: Shawn Lacy
Editing Company: Umlaut
Planner: Alina Shabashevich
Creative Director: Aricio Fortes
Copywriter: Charlie Wolff
Account Manager: Erin Garvey
Producer: Colleen O’donnell
Account Supervisor: Henry Arlander
Director Of Photography: Igor Jadue-Lillo
Editor: Inome Callahan
Director: Jeff Low
Animation: Laundry
Creative Director: Paulo Coelho
Chief Creative Officer: Pj Pereira
Music: Tonic
Brief Explanation
Meet the personalities behind the Scrabble tiles in this global brand campaign. The spots and online films aired in France, Latin America, Spain Germany and Mexico and feature Scrabble characters “P”, “Q” and “Blank” who struggle with their worth as part of words. Lonely Q (worth a whopping 10 points) tries to find letters he can be next to, while universal Blank is a self proclaimed man of the world with infinite possibilities.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.