Sumo / Yoga / Hula
Award: Graphite Pencil
Graphite Pencil / TV & Cinema Crafts / Use of Music / 2010
2008: Scrabble celebrated its 60th birthday. A beautiful age for a brand, yet the blockbuster board game was considered elitist and outdated by some. It was time to help consumers rediscover the richness of the Scrabble experience. The creative idea behind the campaign was inspired by the principle of the game itself. Picture a Scrabble board at the end of a game. Following the labyrinth formed by the words, an enchanting story takes shape, and takes your imagination to unexpected places… We turned this fabulous potential into images, gave it motion and life, and ‘The Beautiful Word’ campaign was born.
-
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported. -
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported. -
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.