Monopoly WARNING this product is overly competitive.

Problem: We needed to sustain Monopoly’s relevance and engage adults on TikTok with a high-energy concept that captured their competitive spirit. Our strategy, "All is Fair," turned Monopoly into a playful escape where you could indulge in opulence and mischief. This campaign needed to promote the original Monopoly game and launch of the brand-new Knockout.

Solution: “Warning: This Product is Overly Competitive.” By parodying the rapid-fire voiceovers typical of health commercials, we used this mechanism to highlight the game's most villainous and mischievous side-effects. Given the natural link between dads and competition, we focused our influencer marketing strategy to "Dadfluencers" and family-oriented comedy creators on TikTok.

Results: 10 creators, 19M followers, 618+ likes, 72,645+ saves/shares, and 2,785+ comments. Oh, and the 10 assets for this creator-based concept boosted ad recall by 6.9%.

Role on Project: Concept generation.