Scrabble

Scrabble isn't just a board game; it’s a mirror of who we are. The exact same board and the exact same tiles transform completely depending on the eyes looking at them. This campaign visualizes the "mental dictionary" of each generation. While for a father the letter P evokes the reality of a policeman or a fisherman, for his daughter it unlocks an instant universe of princesses and ponies. Every word you place is a piece of your imagination brought to life. Because in Scrabble, you don't just play with letters; you play with everything you are.