The brief was to create a one-off video campaign for Hasbro classic games. What we ended up making became a global brand platform for Hasbro that reframed their marketing from pure product offerings to a more emotional universal truth: It’s not what comes in the box. It’s what happens around the game:
MEMORIES INCLUDED
global brand platform
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broadcast campaign
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🎩
global brand platform // broadcast campaign // 🎩
We created over a dozen product-focused campaigns that ran in 37 markets around the world. That meant showing universal moments that would resonate no matter your culture.
Our message resonated, with sales of the games featured in our campaign growing more than 20% in 2020. The “Memories Included” platform has since been applied to the entire line of classic games, and a bunch of new ones too.
Within the Memories Included platform, we worked with travel influencers The Bucket List Family to bring Monopoly World Tour to life in a social-first campaign.
CDs: John Mathieu, Cristin Barth
Art Director: Avery Donahoe
Director: Dan Dunn
