Bringing Letters and People Together

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.