In the folds of nearly every grandparent’s basement, you’ll find the classic board game, Scrabble. However, not many young people engage or possess the game on their own. This advertising campaign was designed with the intention of communicating to a younger crowd that learning words and challenging themselves can be invigorating. A series of ads feature unique words and their meanings, as well as the points it can award you in Scrabble. Out-of-home advertising installations in the form of giant game tiles leave hints around stores about how to use letters while playing the game.