Outsmart them all
The game where you use strategy to outsmart others was created as a strategy to outsmart communism.
Rummikub’s Origin Story:
When Romania outlawed playing cards in the 1940s, Ephraim Hertzano didn’t stop playing.
He found a loophole.
By replacing cards with numbered tiles, he created a game so clever even the communists couldn’t ban it.
AD: Connelly Miller
CW: Dallas Ordulu
POINT OF SALE PLACEMENTS
In the spirit of Big Brother and government surveillance, we placed stickers on checkout security camera monitors where shoppers actively see themselves being watched and recorded.
Because people already take photos of these screens and share them online, the placement naturally encourages organic UGC.
THE LOOP HOLE
The Loop Hole is a hidden Rummikub speakeasy inside the biggest Target in America (Wesley Chappel, FL), disguised as an ordinary game shelf in the aisle. Shoppers who are clever enough to discover the secret door step into a secret lounge where people gather to do what Rummikub was built for: outsmart each other.
