This PART I of the Monopoly No. 9 campaign is a very romantic, family-retrospective take on the Monopoly game. We launched a sweepstakes with our audience to determine what the new token should be, and the cat won. The message in this TV spot is simple, it's the same game--but now has a cat token.
To visually demonstrate the sentimental quality of the message, this spot was produced using all photography stills and edited together. The soft focus and vignetting, plus music made the spot stand out from all other gaming advertising at the time.
