To bring the iconic board game Clue (Europe: Cluedo) into the 21st century, we let fans and internet sleuths worldwide solve the famous murder mystery on Instagram.  

We recreated Clue's iconic characters as talking, walking, breathing (well, almost) metahumans and designed the Clue Mansion and it's 9 rooms from scratch.

Blurring the lines between fiction and real life, users followed the iconic characters through a complex mystery, full of thrilling twists and turns.

Crime Junkie's Ashley Flowers kept the True Crime community on their toes with weekly updates, while internet sleuths all over the world tried to answer the iconic question: Who Killed Boddy Black? The massive global campaign saw quick results, increasing sales by 40% within the first week. 

The people behind the work:

The Martin Agency: Caroline Ekrem (Creative Director),
Kelsey Whipple, Sydney Aloe, Alberto Orte, Karly Brooks, Colleen Hicks, Julia Melograna, Raiven Delisle, Bruno Cintra, Rique Santiago, Alex Scheer, Kim Zanninovich
Client: Hasbro, Inc.
Production company:  Sauvage.tv