When Hasbro Gaming asked us to create a global broadcast campaign, we used this insight to strategically create a breakthrough creative concept. The result: Memories Included – a global brand platform that has flexed to support entire product lines and resonate across cultures.
Navigating the pandemic, we not only worked quickly and nimbly to produce the brand spots in just a few short months but strategically delivered on what consumers were seeking – things they could do at home, together, during a really challenging time. So we centered the campaign around the comfort of home and the classic nostalgia of playing games with the whole family.
The best part? The campaign worked. Sales of the Classic Games featured in Memories Included spots grew by more than 20% in the fourth quarter of 2020. Memories Included is now being applied to the entire line of Hasbro games, far beyond the scope of our original assignment. This timeless platform will continue to resonate as long as people are still playing games and making memories.