Our second campaign for MN Folio was for Hasbro. We were tasked to find a way to bring classic games back into relevance and make them more appealing to mature audiences; my team and I were immediately drawn to Twister. After playing the game and doing some social listening we realized that Twister is an inherently awkward game, which is part of what makes it so unique and fun to play. We embraced a more playful and humorous approach for Twister, and Comfortably Awkward was born.
Comfortably Awkward
Social
We decided that social media platforms like Instagram and Faebook would serve as good home for this campaign due to their more humorous nature. We sourced old photos from facebook and reddit to create minimalistic yet comical posts to roll out our campaign.
Social Media Spot
Our baby for this project was absolutely our social media spot, inspired by a brainstorm session where we discussed some of the most hilarious conversations that might take place over a game of Twister.
Our third concept for this campaign is the Comfortably Awkward Podcast, where we would invite everyone from celebrities, to politicians, to comedians to engage in interesting conversations while playing Twister.
Potential Examples:
Kanye West and Pete Davidson on life, love, and loss.
Logan Paul and Barack Obama discuss their hobbies.
Kim Kardashian and Greta Thunberg talk advocacy.
Comfortably Awkward Podcast
OOH
To pull together our campaign, we decided that we needed an OOH concept to reach audiences in their day-to-day lives both playfully and creatively. We settled on pop-up, guerilla-style Twister mats in different spaces— some more awkward than others.
