Scrabble Mind Maps
Ogilvy & Mather Mexico has won a Silver for Art Direction at the 2012 Clio Awards, for three print advertisements for Scrabble. Seven letter combinations, AELMRSO, IAORTSL and CPNSAOE, are linked with smaller words in Spanish. MORALES, TAILORS, ORALIST, RIALTOS are seven letter anagrams possible in English. SAPENCO in Spanish.
The Mind Maps campaign was developed at Ogilvy México by chief creative officer José Montalvo and Miguel Angel Ruiz Reyes, creative director Iván Carrasco, copywriters Francisco Hernández and David Espadas, art directors Francisco Hernández and Sergio Diaz Infante, account supervisor Ereth Bolaños, Raúl Mendieta, working with Mattel Mexico.