I came across this today and am still a little speechless. I don’t know what to make of it. It’s the new Scrabble ad by Ogilvy and Mather, Paris. From what I can tell, it’s part real-life activation, part ad. I’m not sure if it’s genius or a joke. Either way, if I saw a giant squid coming out of a building, I would stop and stare.

Scrabble : THE BLOCK PROJECT from paranoid on Vimeo.

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