Scrabble, the famous word game, asked us for an idea that would help the brand return to the top of mind of the average person.
Our plan?
To show the world how beautiful words are.
How?
By taking all the words that the economic crisis destroyed in our cities and returning them to their original beauty.
That’s why we created Saving Words. An initiative to repair the broken signs in the cities and put the smile back on people’s faces.
We found dozens of damaged signs and got in touch with their owners in order to restore them.
Our only condition? That the missing letters would be replaced by Scrabble letters.
In the end, the owners were grateful for the renovation of their signs and were able to surprise passers-by, who immediately recognised our letters.
And, little by little, we made words in the city look amazing again.
Because words are beautiful.
