Instant Scratch-Its unveils scratchable ads in new Instant Millionaire campaign via GPY&R Brisbane
To promote the latest Instant Scratch-Its ticket with a top prize of $1 million, GPY&R Brisbane has created a campaign that lets people scratch away their old life to see what life would be like as an Instant Millionaire.
The campaign uses a similar latex printing technique to the Instant Scratch-Its tickets to show how life could change if you scratched the big prize.
Says Nada McNamara, Tatts Lotteries brand portfolio manager: “Buying an Instant Scratch-It has always been about treating yourself to a moment of fun. We like the idea that our advertising can do that too.”
Says Brendan Greaney, GPY&R Brisbane creative director: “It’s always fun to think about what you’d change if you won a million dollars. We thought it would be cool to let people do it by scratching.”
The print, digital and direct campaign launched last week.
Brand Portfolio Manager: Nada McNamara
Senior Brand Manager: Fiona Martin
Executive Creative Director: Ben Coulson
Creative Director: Brendan Greaney
Senior Art Director: Andrew Leftley
Group Account Director: Fiona Caird
Agency Producer: Kohbe Vela
Print Producer: Michelle Short
Photographer: Damien Bredberg
Stills Producer: Nicole Leatherby
Retoucher: Santi Drane
Additional Retouching: Marcus Byrne
Digital Producer: Brock Smith
18 Comments
That is really smart.
Great looking, fun, engaging and a perfect demo of the product.
Very very classy work.
Thats rad!
I get bored of most award print because it is all the same, expensive visual, tiny logo in the corner, usually very serious and art director clever, and never fun or interactive.
This is the antidote to all that, looks great and is a print ad you can genuinely interact with in a cool way.
It is also dead on brand.
Proves that the old print medium has some life in it if you are innovative enough.
Big Up GPY&R!!!
I agree with Dave.
Print is often so bloody dull and the same.
This is a really different way to treat print and makes the medium engaging.
And it’s perfectly appropriate for the brand.
I love it and I hope the print juries are as sick of same same print as I am, and rain metal in this.
Great Print, and just in time for Cannes.
I’m currently sitting in the jury room at NYF, bored out of my mind by millions of Pictionary, Lego and Scrabble ads that all look like last years Cannes winners.
God it’s silly.
I wish this was in the show- print desperately needs a kick in the arse. And something like this to bring it back to great real ideas for real products.
Great work.
It really appeals to the desperate brain dead punters who pour their left over beer money to get out of their debt mired hell holes.
Mum must be so proud.
Nice one guys!
Refreshing to see a engaging idea that reeks of the brand.
And it’s fair reward that it works across a number of mediums, I mean, categories.
Nice work guys!
Great work. Clean up on those awards gents. 🙂
It looks great for a DM and Online – but what exactly is the print execution? Is it the before and after shot? If it’s a print execution, with latex, which publication is running that kind of technology?
Just awesome!
they have a digital version on the website as well. I’ve been digi-scratching away for 10 mins or so now! Engaging, Interactive print! More agencys should be thinking this way.
Great work guys.
This is good work. Every creative who has ever worked on a Lotto scratchy ad is kicking him or herself right about now. I am one of them. Owww! Owww!
He’s everywhere.
Hi Damo,
Sorry mate looks like your credit name was boo-booed.
For the folks at home its – DAMIEN BREDBERG!
Cheers,
Good stuff guys
Hope it actually got a decent run, punters would love it
Awesome piece of work and perfectly on brand.