Monopoly GO! - The Dice Life
Re-imagining mobile gaming ads as a start-studded sitcom
Role
Lead Brand Manager
The Objective
Shift Monopoly GO! from “mobile game” to “cultural IP”
The Win
XYZ
The Challenge: Breaking the "UA" Mold
Mobile game advertising is often a race to the bottom with "playable" ads or bait-and-switch creative. Our goal was to build Brand Equity by creating something people actually wanted to watch—not skip.
The Insight: The "Family" Dynamics
Monopoly is inherently about high-stakes family drama and friendly (or not-so-friendly) competition. By leaning into the "Sitcom" format, we leaned into the nostalgia of the board game while showcasing the chaos of the mobile app.
DIGITAL SPOTS
Monopoly Go! The Dice Life Episodes 1 & 2
PRESS
Monopoly Go! Parodies '90s Sitcoms in Latest Star-Studded Campaign (ADWEEK, July 2025)
The top 5 celebrity brand collabs you need to know about right now (AdAge, July 2025)
