We all have a fascination with word games. Every few years a new one pops up only to slowly wane in popularity. But one has stood the test of time: Scrabble. Seeking to reclaim its place as a top of mind intellectual property when it comes to word games meant breaking from the traditional approach of families gathering around a table for game-night. Instead, the focus revolved around the simple insight that words are meaningless without letters. The individual and iconic Scrabble tiles became the heroes of our campaign in a way that showed off the character of each letter.