THE CHALLENGE
Scratchers began their brand initiative by using small moments of play as a metaphor for how “a little play can make your day.”
The ads were well received, but people always thought they were for other brands, like Amazon or Staples. Lottery wanted to create a stronger connection to the Scratchers brand.
THE SOLUTION
We incorporated the product itself into our TV spots, turning the act of scratching into a uniquely playful and creative moment.
MY ROLE
Ideation, storyboarding, creative storytelling, pitching, design, some production.