At first I was like...what the f*ck is going on? Then I got it. The animation is Awesome. The line: A Beautiful Word, is perfect. Did I mention that I love the animation.
"Picture a board of Scrabble at the end of a game: words that have nothing to do with each other are crossing and overlapping, to the point that they sometimes tell a crazy story! Our creative idea is to turn this fabulous potential into images."
This time, I have to give it to the french. This is the only thing they've gotten right since the french fry. And even that's iffy...depending of where you buy it.
Agency: Ogilvy & Mather in Paris