THE PROBLEM WORTH SOLVING

Scrabble's 75th anniversary was approaching and the brand was invisible to younger Mexicans, seen as a game for the highly educated, outdated and socially irrelevant. The brief was to refresh its image. The real problem was how do you make a word game feel like it has something to say?

THE INSIGHT THAT UNLOCKED IT

The brief assumed Scrabble's problem was perception. I found a product truth no one had used: in Spanish, feminine word forms consistently score fewer points than masculine one, inequality was literally built into the scoring system. A brand built on the power of words had been silent about the value of those words for 75 years. That silence was the tension. Fixing it was the platform. There are words with radically opposite meanings and yet they have the same value. The second insight was that you can play this game under your own rules, forget about big fancy words, your everyday vocabulary is good enough, even if you speak “Spanglish”.

WHAT I DID

Led the full strategic development, from research and insight identification through to the creative platform brief. Brought the insight to the creative team, defined the campaign architecture, and developed the scalability framework that extended the idea into Pride and future cultural moments.

THE IDEA IT BECAME

'Same Words, Same Value', a simple rule change with cultural weight. Every word, regardless of gender, scores the same. The campaign challenged linguistic inequality through the game itself, not just around it. For Pride, it evolved into 'Same Points, Same Value', embedding LGBTQ+ inclusive language into the Scrabble board and sparking national conversation about equality in everyday speech.

WHAT HAPPENED

• 2 Bronze awards at El Ojo de Iberoamérica (Media & CSR categories)

• Thousands of positive social mentions and national press coverage

• Platform extended into Pride with 'Same Points, Same Value' — brand relevance sustained beyond the campaign window

• Scrabble repositioned from nostalgia to cultural currency