Bring back Scrabble to the top of mind, the board game in wich you win by putting together words in vertical and horizontal ways. They decided to take advantage of the most representative buildings and their company name to create words with the same Scrabble's typefaces. In that way they could show that Scrabble is a game that is fun and easy, and you can play it anywhere. For a series of days people found themeselves looking at modified buildings' name which created a strong word of mouth and a motivation to play again.
Agency: Ogilvy & Mather Bogota, Colombia.