Game of Life
VCU Brandcenter, October 2024
Many board games are popular among adults, but the Game of Life isn’t top of mind. In a Brandcenter class last fall, my team was tasked with creating a campaign that would help the Game of Life become relevant again.
Methodology
Online and literary research:
Researched online platforms such as Reddit and board game forums to understand people perceive the Game of Life.
Delved into the impact of stress on adults, focusing on how decision fatigue and an overload of choices affect their mental and physical well-being.
Online surveys:
Received 46 responses from people discussing how overthinking and decision-making affects them.
Received 30 responses from people providing their opinions on preferred board games, and whether the Game of Life appeals to them.
Problem
Many people view the Game of Life as being too simple.
Our research found that people often gravitate toward board games that offer deeper strategy, making the Game of Life feel less engaging by comparison. Without a lot of complexity, many perceive the game as a passive experience rather than an exciting challenge, leading them to choose other games instead.
People don’t like the lack of strategy in the game.
Target
People who are overwhelmed by choice.
These people often find decision-making exhausting, as the pressure to make the "right" move weighs on them. This constant demand leads to analysis paralysis — the inability to decide due to overthinking — leaving them feeling stuck, stressed, and afraid of making the wrong choice.
People we surveyed tend to overthink a ton.
Amid constant worries about life choices, online articles reinforce the 'perfect life' narrative.
This can lead to people experiencing analysis paralysis.
Insight
Some of our best decisions are the ones we don’t spend much time thinking about.
In a world where overthinking and decision fatigue are common, some of life’s most exciting moments come from simply going with the flow. When we stop analyzing every possible outcome, we open ourselves up to spontaneity, joy, and the unexpected adventures that make life memorable.
Quick decisions aren’t always bad.
Strategy
Embrace life without consequences.
Creative Idea
It’s Just Life.
Our creative idea, “It’s Just Life”, celebrated the simplicity of the game and how its quick decisions can serve as inspiration for people to not take their own lives so seriously.
OOH
In-Store Activation at Target
We wanted to do an activation in a place that already has the Game of Life for sale, so we designed advertisements in Target in aisles where people would likely be making decisions.
Whether it is buying a notebook for college, a big television or a table for new decor, or a suitcase for travel, we wanted customers to know that the Game of Life celebrates them and that it is also available for purchase.
Collaboration with Spirit Airlines
As a more wild activation, we wanted to collaborate with Spirit Airlines to create a fun way for Spirit app users and airline travelers to get engaged with the Game of Life. For a limited time, users on the Spirit app would be able to spin a wheel to win a free flight to one of the airline’s destinations. This would encourage users to “be a free Spirit”, coinciding with the campaign’s message of “It’s Just Life”.
Additionally, there would be a real-life wheel at one Spirit’s home airports, Detroit, where guests could spin the wheel to win a flight with Spirit. This stunt would get people talking, so we included some sample social media posts that people might say.
Social Media Activation
Finally, we wanted to engage with Instagram and TikTok users. We created a filter for people to see what 2025 has in store for them.
The filter would have a range of humorous answers, highlighting that the Game of Life is full of unexpected twists and turns. We created 3 videos to showcase the filter in action.
Team: Julia Daum (ST), Charley Henson (AD), Nithya Charles (AD), Riley Lachance (CW), Ross Atkinson (CW)