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.