How can we do something different with a famously traditional brand?

The game of Monopoly lets you get away with things that wouldn’t fly in the real world, like getting free parking so close to Trafalgar Square.

This campaign took Monopoly into the real world with three executions that masqueraded as real-life news stories in the newspaper. They told of unscrupulous characters, hard-balling bullies and greed-mongers… the kind of people who win in the Monopoly world!

This concept won Bronze at the MADC Awards (Melbourne Advertising & Design Club).