ALLEGHENY HEALTH NETWORK & ‘OPERATION’ OUT OF HOME CAMPAIGN

LICENSING THE ICONIC GAME ‘OPERATION’ FOR AN AMBITIOUS CAMPAIGN LAUNCH

BACKGROUND:

Allegheny Health Network are a healthcare delivery system in the US, and they were looking for a way to engage a younger audience with science and medicine, to make technical topics more approachable and understandable.

THE CALL TO BORN:

Brought on board by Allegheny Health Network’s creative agency, Doner, Born Licensing were asked to secure licensing for their ambitious idea to create the largest version of the popular board game, Operation.

WHERE BORN LICENSING ADDED VALUE:

Being licensing agents for Operation’s Rights Holders, Hasbro, allowed us to connect with the right people quickly and easily. The creative idea was assessed by the Operation team, before we began discussing commercial licensing terms.

License an iconic game in your next commercial!

THE APPROVAL PROCESS:

Hasbro had to be intimately involved across all aspects of the development of the oversized Operation game, to ensure they were happy with the game’s representation in the final product. Born Licensing worked closely with Hasbro to access all the required assets, including artwork, logos and colour guides. We managed the entire approval process from start to finish, allowing all other parties involved to focus on their area of expertise without worrying about licensing.

THE LAUNCH:

Once built and signed-off by Hasbro, the 10-foot wide and 15-foot long Operation game toured Pittsburgh in Pennsylvania, across shopping malls and other high-traffic locations. Children of all ages were able to play the game, using giant tweezers to remove Cavity Sam’s maladies without setting off the dreaded buzzer…!

THE EXPERIENCE:

Using our industry experience and contacts, Born Licensing were able to ensure that Allegheny Health Network’s creative vision came to fruition. With us handling the approval process, the creative direction ran seamlessly to ensure delivery on time and within budget.