Same Value

01 Background

Scrabble turned 75 in Mexico seen as outdated and dull, a game for people who already know too many words.

02 Brief

Relaunch the brand with a campaign proving Scrabble still belongs in people’s lives, anniversary or not.

03 Solution

Mexican Spanish already borrows freely from English (“random”, “cringe”), so the game didn’t need to import relevance. The platform: It’s Your Rules.

Its sharpest edge was in the language itself: feminine word forms often score fewer points than masculine ones. We proposed a public fix: every word the same value, regardless of gender. For Pride it became “Same Points, Same Value”, spotlighting LGBTQ+ vocabulary.