To promote the latest Instant Scratch-Its ticket 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 print, digital and direct campaign uses a similar latex printing technique to the Instant Scratch-Its tickets to show how life could change if you scratched the jackpot $1m.
Customers scratch off the coating to reveal 'spot the difference' style scenes of revamped homes with pools, sports cars, fancy wardrobes and choppers (see picture).
“It’s always fun to think about what you’d change if you won a million dollars,” says GPY&R Brisbane CD Brendan Greaney, “We thought it would be cool to let people do it by scratching.”
Credits: client Instant Scratch-Its, agency GPY&R Brisbane, ECD Ben Coulson, CD Brendan Greaney, senior art director Andrew Leftley, photographer Damien Bredburg