This idea leverages, to client excitement, the most under utilized asset the brand had, the character of Mr. Monopoly.
Mr. Monopoly had been used as an icon since the 1930's but his personality had never been fully developed. So we created a tone of voice and personality cues that were friendly and energetic, helping Mr. Monopoly live up to his title of "America's Favorite Billionaire". And using an animation style that drew inspiration from popular film features, we created a guided tour where Mr. Monopoly lead viewers on a tour through the fantastical world of Monopoly Junior and introduced kids to the iconography of the Monopoly brand.
The end results showed increases in sales and helped the Hasbro games business grow over 8% in 2013 - 2014.
