Cluedo Liars


The Challenge

A classic whodunnit with a mischievous twist – Cluedo Liars is a board game that turns sleuthing players into tricksy troublemakers who lie through their teeth to get the edge on their detective rivals. We wanted to launch this brand-new addition of the game with a purchase-driving campaign that fuelled conversation and compelled consumers to play.

The Approach

We wanted to capture the attention of a generation obsessed with crime drama, by piggybacking the Line of Duty craze and enlisting star Martin Compton to become the face of our launch campaign. The activity would take this simple board game launch, draw parallels with the sleuthing skills employed by fans of detective dramas and position the new game as a Christmas must-buy for families.

The Solution

We created a piece of content showing TV detective, Martin Compston attempting to solve a murder mystery in a comically serious way. We peppered the piece with references from ‘Line of Duty’ and iconic Cluedo characters and props; and brought to life the game-changing twist – that one of the suspects is not what they seem!

We partnered with social media publisher JOE to play out the content across their website & social channels, with content also sold into traditional media, shared across Martin’s social channels, and housed on on Hasbro’s YouTube channel.


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