ONJECTIVE:
To secure incremental business with Hasbro, we embarked on an unsolicited pitch centered on revitalizing Clue—a game that has not resonated with the younger demographic.
INSIGHT:
The target audience craves contemporary, immersive experiences—attributes that Clue did not offer.
CREATIVE:
Our ambition was to reimagine Clue, transcending the traditional tabletop format to embark on a multimedia journey. We envisioned launching a fresh narrative annually, with the ultimate aim of cultivating a Netflix Original Clue series. Foregoing the conventional pitch deck, we opted to craft a teaser that encapsulated the essence of the actual experience. Operating on a shoestring budget, we harnessed minimal resources and the talents of our in-house volunteers.
HOW IT WORKED:
To preview this reimagined experience, we collaborated with one of our client admins to strategically place character posters throughout the marketing department.
CLUE: 9 ROOMS
We orchestrated an engaging delivery to the key stakeholders: a collection of briefcases, each meticulously packed with detective notes and comprehensive dossiers on the Clue characters. Tucked within these files was an intriguing prompt, guiding the recipient to discover a hidden compartment beneath the briefcase liner. This secret space housed a flash drive, which contained an exclusive trailer, serving as a tantalizing glimpse into our vision.
We ingeniously reprogrammed one of our office lines to transition directly to a mysterious voicemail. This message subtly guided the callers to a clandestine Instagram account, where we unveiled a segment of Mrs. Peacock’s captivating interrogation.
In our final communication, we presented them with a pivotal opportunity: the invitation to connect with us for a comprehensive, traditional pitch. Following a dynamic exchange spanning several months, Hasbro, regrettably, faced fiscal limitations that precluded the realization of the concept. Although Clue: 9 Rooms did not reach commercial production, it remains a cherished endeavor of mine and stands as our agency’s boldest proposal thus far.