The right words, in the right order, can make you fall in love.
Scrabble was losing consideration and relevance, especially among younger audiences, at a time when everyday language was becoming less rich. The brand needed to find new meaning beyond the board game, and remind people why words still matter.
To make people fall in love with words again.
Introducing Anagram Lovers: a romance in which every detail is connected by the magic of rearranging letters. Two lonely people living in Tokyo and Kyoto move through parallel lives made of anagrams, until they finally meet, guided by a kind of destiny written in words. A simple, universal tale that turned Scrabble’s most basic mechanic into something unexpectedly emotional: proof that everyday life can become wonderful when words come into play.
