Own It All.

In my generation of my mom’s side of family, we have somewhat of an induction ceremony with folks marrying into the fold that involves playing a very intense game of Monopoly.  (basically if you come out of it with your life… your part of the family.)  So the Monopoly board game has always had a very revered place in my heart.  When publisher Parker Brothers dropped their new ad campaign, I was intrigued.  The new ads have a colorful print style developed in Germany, using the tag line, “Own it all”.  Four photographs of actual properties, washed in green and red, show 124 Mediterranean Avenue and 74 Baltic Avenue (the two cheapest properties on the board), 807 Boardwalk and 153 Pennsylvania Avenue (two of the most expensive on the board).  The Monopoly “Own It All” campaign was developed at JWT Frankfurt, Germany by art director Petra Sievers.

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