Monopoly Go

The Brief Monopoly's traditional, information-heavy ads for their mobile game, Monopoly Go, were underperforming on social media. They needed a new creative strategy to communicate the game's value in a more insightful and entertaining way.

The "Why" / Creative Insight To capture the attention of a savvy audience, you can't just list features; you have to earn their attention. A hook rooted in humor that speaks to a shared experience will always outperform a dry, informational monologue.

Strategic Direction Leveraging audience data, my strategy was to lead with a laugh. I developed a concept around an unusual, humorous scenario that tied directly into the game's core features. This approach replaced the ineffective narration with an entertaining hook that grabbed attention immediately and made the game's value propositions feel relatable.

Results We delivered multiple assets of the same successful concept in varying durations, optimized for different ad formats. All ads were approved by the client in the first round with no feedback, a testament to the strength and clarity of the new creative direction.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders