Creativity 50 2010: Matt Oxley & Matt Ross

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What does it take to catapult decades-old cardboard games out of your parents' basement and into the 21st century? An deft blend of creativity and technology, all layered on top of Google Maps.

Tribal DDB Creative Director Matt Ross and Head of Technology Matt Oxley created two recent instances of "online advertising" for Hasbro that look far more like new products than microsites, and that's largely thanks to a process that requires tech thinking at the beginning of the creative process. "Quite often technology people are treated as a commodity rather than creative thinkers," Mr. Oxley said. "If you involve them at the beginning, it's amazing what they can come up with."

The Tribal duo were driving forces behind Hasbro's Monopoly City Streets and Trivial Pursuit: Battle of the Sexes, two online games that managed to preserve the essential game play of legacy Hasbro titles while transplanting those brands into the social world of digital gaming.The multiplayer online Monopoly game took the analog game's object of acquiring real estate into the virtual world of Google Earth, where more than 5 million players bought and built up property across the globe. For Trivial Pursuit, the Tribal duo pit men against women in an online trivia game, so anyone could answer questions to win points for their gender.

See the rest of the 2010 Creativity 50 here.

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