Scrabble
Words Bring Us Together
The Challenge
Reposition Scrabble as a reason to reconnect in a world emerging from lockdown.
The Strategy
Turn the brand's most fundamental asset—words—into a shared expression of what people were feeling and a catalyst for real-world connection.
The Idea
We turned iconic UK landmarks into giant Scrabble boards, spelling out words like “reunion,” “family,” and “hope.” The idea expanded into local cafés and an Instagram-first experience, giving people new ways to come together and play.
My Role
Creative Strategy · Creative Direction · Campaign Development · Social · Experiential
The Impact
Increased sales, new kid-friendly dishes, and a new character-driven merchandise line.
