Luck may surprise you. The mysterious new Black Scratchers ticket looked completely different from the typical, bright confetti-colored game card. This distinct visual quality provided an opportunity to create a campaign that was as much a departure and equally unexpected.
CINEMA LAUNCH | DIRECTORS: AUGUSTO ZAPIOLA/RAFAEL SAUBIDET | DP: MATTHEW LIBATIQUE
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Luck On the Move. We produced mobile billboards covered in tactile black four-leaf clovers and set them loose on Los Angeles. Working with a local radio station, we let listeners know about the “Luck Truck. If they tweeted when they saw Lady Luck ago go by, they could win Scratchers tickets. And if if luck was on their side, they could win a lot more. With a top ticket prize fo $250 thousand, tens of millions of dollars were potentially up for grabs.
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