When Hasbro announced the move of its headquarters to Boston, Havas Play saw an opportunity to introduce itself in a way that felt personal, thoughtful, and true to the spirit of play. Rather than sending a traditional welcome package, the team designed a fully custom game experience that reimagined a familiar classic as a meaningful introduction to Havas Play’s capabilities.
The goal was to create a prospecting piece that would stand out during a busy holiday season while establishing an immediate connection with Hasbro. The experience needed to feel relevant, memorable, and rooted in both place and purpose—serving as a welcome gesture and a conversation starter at the same time.
The concept reimagined Monopoly as a bespoke storytelling tool. The board mapped Havas Play’s capabilities at the center, while the surrounding properties highlighted local restaurants, venues, and landmarks near the Boston office—bringing the “welcome to the neighborhood” idea to life.
Supporting elements like case-study-backed Chance cards, client-focused Community Chest cards, and custom packaging helped turn the piece into a curated experience rather than a traditional promotional send.
The final piece positioned Havas Play as a thoughtful and creative partner—one that understands how to build relationships through experience. By combining storytelling, local context, and craft, the project created a meaningful first touchpoint designed to spark curiosity and conversation.
