The famous board game of words is celebrating 60th birthday with a new campaign titled The Beautiful Word. Designed by the Oligvy and Mather, Paris the short movie creates an enchanting beautiful world with words created during a Scrabble game. It is a creative visual treat.

In the modern gizmo world of video and computer games Scrabble is losing popularity. Why just Scrabble? In the audio-video visual world even the written words and vocabulary are not in vogue. It is an uphill task to create an interest for an old board game through a campaign. But by weaving a tale using words on the board the creative team has managed to create an intelligent innovative campaign. It shows how each word hides an image and a crazy world can be created through this imagery.

Scrabble is not just a word game but is a brand in itself. It has sold more than 100 million boxes in 121 countries in 29 languages. Children all over the world improve their vocabulary through this game. It’ll never lose its brand value even if it loses popularity for a while to the electronic media. One must remember that Scrabble is an edutainment game.

Via Coloribus