creative director > art direction & design
Monopoly Play to Win
Traditional Ad Campaign
Monopoly is one of the oldest and most popular family board games on the market today. Many families with middle to high school aged children spend family game nights at the kitchen table negotiating complex business and property acquisition issues with one goal in mind–bankrupt everyone and win. The game unabashedly celebrates capitalism, greed, and driving your competitors into financial ruin.
This campaign taps into the unexpected consequences of winning at Monopoly. Just as in real life, things are great when you have lots of money and not so great when you are broke. Combine that truth with the competitive spirit required to win, and the sensitive dynamics of spouses and children, and there’s bound to be hurt feelings, tears, and relational fallout. But, that’s how the game is played.
If you’re going to play, Play to Win!
RECOGNITION:
The project received multiple Advertising awards from the ADDYS and the SCADDYS, and well as being published in the 2016 Applied Arts Magazine Student Awards issue.
Target Audience:
Blue Collar Comfort Families, 36-45 ($50-74k), who like to have indoor family time doing
bonding activities like playing board games, making crafts, and having movie nights.
Key Message:
Capitalism is fun.
Insight:
Monopoly allows children to be introduced to complex business and property acquisition issues, and experiment with strategies to succeed in a capitalistic society.
