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Monopoly might be the most famous board game of all. Everybody has played it at least once, and in the last 80 years it hasn’t changed much. In all those years, Monopoly has explored almost every possible creative and strategic angle in all their worldwide campaigns and activations for the game. So their question to us was, how do you create an original campaign for something that everybody already knows?
The one thing that makes Monopoly truly unique and different, is that it causes fights. It might be the only board game that isn’t always fun and games. Research conducted with its manufacturer Hasbro, even shows that 8 out of 10 people fight during a game of Monopoly. And that’s actually a good thing. Because in the safe space of a family game night, Monopoly can teach you a lot about how you express your emotions and how you deal with disappointments. Therefore, throwing the Monopoly board across the room has the potential to strengthen your relationship with your family.
We photographed children getting frustrated and angry during a game of Monopoly with their family, while simultaneously describing what lesson can be learned from it. The images were displayed on the real streets found on the Dutch Monopoly board game, such as Kalverstraat, Neude, and Coolsingel, as well as online.
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