Letters. They’re basic. Black and white. The indivisible atoms of our vocabulary. But with our new global campaign for Scrabble, we sought to bring personality to the world of letters--to turn everyday characters into real-life characters. And it wasn’t just about tacking on some imagined back – story to a grab bag of letters. Every Scrabble player knows the defeated anxiety of drawing a Q too late in the game, or the feeling of unlimited possibility contained in a simple blank tile. The personality of each letter was already there. A story waiting to be told with every game of Scrabble. So we’re not just spelling words. We’re bringing letters and people together.
- Cannes Lions - Bronze - Press (Entertainment & Leisure) 2013
- Matty Award - “Commercial of the Year”, Scrabble "Meet Blank" 2013