Situation

Monopoly were celebrating their 85th anniversary, with that they needed a toolkit to help guide global operations to navigate all the assets that will be created during that time.

Approach

Creating a narrative based brand story around the origins of Mr.Monopoly. Combining that story with comic book and art deco styles to further enhance the mood of the story. Using visuals and storytelling to celebrate the event of the 85th anniversary.

Outcome

The artwork stays true to Monopoly’s heritage whilst bringing a fun alternate reality to the brand. One that intrigued the brand’s target audience. The assets such as; filters, merchandise, game board, also supported an integrated campaign to help celebrate the anniversary. The proposed toolkit was selected to be the winning pitch in the SCADPro collaboration with Hasbro.