kesselskramer's new campaign for monopoly teaches us that it's OK to fight during games

kesselskramer says ‘Monopoly causes fights, and that’s ok’ 

Amsterdam-based agency KesselsKramer has launched its new campaign for Monopoly by leveraging an unusual but very real aspect of the famous board game: it causes fights and tantrums, especially among children. While unpleasant to witness in the moment, these outbursts can be seen as 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,’ writes the agency.

That said, after exhausting almost every angle and strategy in the last 80+ years, Monopoly’s new campaign paints a refreshingly authentic message that can resonate with anyone who comes across it.

all images courtesy of KesselsKramer

a lesson on dealing with our emotions 

According to research conducted by KesselsKramer (see more here) and Monopoly manufacturer Hasbro (see more here), 8 out of 10 times, players end up fighting over a round. ”It might be the only board game that isn’t always fun and games,” notes the agency.

To visually illustrate those moments of tension and outbursts, the team photographed children’s reactions while playing a round of Monopoly during family game night. From frowning to shouting and crying, the images were displayed on actual streets depicted in the board game — including Kalverstraat, Neude, and Coolsingel. In addition, each image was accompanied by a slogan stating what lessons can be learned from throwing fits at the roll of a dice.

Monopoly’s new ad campaign by KesselsKramer

the images were displayed on actual streets depicted in Monopoly

project info:

name: Monopoly

design: KesselsKramer | @kesselskramer

in collaboration with: Hasbro | @hasbro