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This Digital Mall Ad Plays Pictionary With You, and Gives Out Fabulous Prizes


Today, everything's an ad. Or a game. Sometimes both.

Agency TrojanOne in Toronto created this mall installation in Canada for Mattel's Pictionary. A display that initially appears to be a poster is actually a video screen. It springs to life with an interactive Pictionary challenge illustrating the tagline, "See what happens when you take the time to play."

It's a fun variation on an ambient theme that's been executed in different ways elsewhere for various products, services and causes. Some of these campaigns have been out of this world, others can seem sinister or invasive, while one heartfelt effort is blowing folks away.

Here, a bright, inclusive mood really resonates, and it's hard not to be drawn in by the video's infectious high spirits. In a world where everything, it seems, is an ad or a game, it's comforting to know that you can win a ginormous teddy bear sometimes.

Via Ads of the World.

Client: Pictionary, Mattel Canada
Agency: TrojanOne, Toronto
Chief Creative Officer: Graham Lee
Executive Creative Director: Gary Watson
Art Director: Graham Lee
Copywriter: Gaby Makarewicz
Consumer Engagement Team: Imran Choudry, Danielle Minard, Kristyn Turner
Digital/Agency Production Team: Mark Stewart, Garrett Reynolds, Kevin Burke
BA Recruitment: Justin Orfus, Moira MacDonald
Agency Producer: Laurie Maxwell
Production Company: studio m
Executive Producer: Mike Mills
Line Producer: Jonny Pottins
Director: T.J. Derry
Cameras: Dave Derry, Jon Staav, Bruce William Harper
Editor: Jesse Manchester, studio m
Color Grade: RedLab
Music, Sound Design: Imprint Music

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