The Joy of Play
A brand platform built on meaningful connection— "What brings us together brings us joy"
THE ASK
The Op Games approached us to define their brand’s core value and establish a long-term creative foundation that could unify their product portfolio and build emotional relevance with audiences across generations.
THE CHALLENGE
The tabletop board game category promises connection—but often delivers competitiveness. For a brand with a wide catalog of family and party games and beyond, The Op Games needed a brand idea that could cut through a crowded market, elevate emotional resonance, and differentiate their storytelling across campaigns.
THE APPROACH
We began with a foundational brand positioning exercise to define The Op Games north star: "What brings us together, brings us joy." From there, we launched a masterbrand campaign—“Made to Be Shared”—and followed it with a character-driven holiday campaign for Blank Slate—"Fill in the ____" that extended the platform in a heartfelt, humorous way.
We uncovered a simple truth -
While most games promise connection, few actually foster it. We redefined The Op Games value proposition around meaningful connection, celebrating how their games spark joy through shared ideas, inside jokes, and surprising chemistry—regardless of age or background.
The strategic unlock?
The Op doesn’t just bring people together. It brings them together over the things they already love. This insight gave rise to the brand platform: "What brings us together, brings us joy."
We brought the platform into the holidays with a spot for Blank Slate, where a skeptical teen gets pulled into the game—and the laughter. What starts as background noise becomes a real connection moment, proving the best memories happen when you least expect them.
Together, the platform and campaigns didn’t just redefine The Op Games brand—they helped make joy, connection, and togetherness a part of every game.