Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Kettle Fills in the Blanks for 'Mad Libs' Mobile Game, 2 years, 11 months ago

Digital agency overhauls app while remaining true to the original game

Kettle Fills in the Blanks for 'Mad Libs' Mobile Game

Mad Libs, the classic “fill in the blanks” game, is making waves in the exploding casual gaming category with the latest version of its mobile app. The brand partnered with digital agency Kettle to overhaul their existing app while remaining true to the heart and soul of the original game. The new app is a great example of how brands can use design and technology to stay relevant while engaging fans in fun and original ways. 

Mad Libs has always been for two audiences: kids and adults. The updated app is perfectly poised to appeal to both markets by mixing a classic party game with cutting-edge design and technology. Kids will love the all-new illustrations and interactive gameplay, while adults will experience a sense of nostalgia by rediscovering a childhood classic. Strong brand recognition and the game’s seamless transition to digital give Mad Libs a healthy advantage in a quickly growing marketplace.  

The app is now more fun, engaging, and intuitive than ever. Gesture-based interactions and dynamic hints make creating stories easier and more addictive, and custom illustrations provide a thoroughly modern look and feel. Users can share their stories on social networks to get friends in on the joke, and play along to a soundtrack from the composers behind the music from the hit game Two Dots. Most brilliantly of all, original Mad Libs mascot Phil N. Deblank is along for the ride, offering hints, encouragement, and a maybe few puns along the way.

Creative Agency

Creative Agency: Kettle

Art Director: Daniel Santos

Creative Director: Olivier Peyre

Executive Producer: Lauren Diamond Kushner

Strategy Director: Paul Munkholm

Digital Production Company

App/Digital Production: Kettle

Developer: David Poyner

Senior Producer: Crystal Ginn

Technical Lead: Tyler Peterson

Category: Gaming , Sports and leisure