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Monopoly encourages family feuds in ‘Fighting Is Good’ billboard campaign

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By Amy Houston | Reporter

September 13, 2022 | 3 min read

Hasbro-owned board game Monopoly admits to being the cause of many a fall out as it puts a positive spin on expressing emotions.

Monopoly

Do boardgames make your emotions run high? / KesselsKramer

Rather than paint a picture of happy-go-lucky family time, Monopoly is leaning into the many emotions felt by players with its ‘Fighting Is Good’ campaign, which depicts the many lessons that can come from losing.

In one billboard ad, a young boy is seen screaming with the overlayed copy reading ‘for learning how to calm down,’ while in another the text reads ‘for dealing with setback’ as a grumpy girl stares straight ahead.

Floor Peters, brand manager at Monopoly Benelux, said: “No other game can get you as frustrated and irritated as Monopoly. You could say that fighting is our biggest USP.”

The project is the brainchild of design and communications agency KesselsKramer and comes off the back of research conducted by Hasbro that showed eight out of 10 people fight during a game of Monopoly – which is OK with the brand, because “fighting every once in a while is actually really good for your personal development.“

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The ads can be seen in-person in the Netherlands and Belgium, as well as across social media.

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