Scratch Away
Designed in collaboration with Dentsu Creative USA, Scratch Away is an evergreen campaign for the Illinois Lottery’s “Instants” scratcher tickets that captures the fun and excitement of playing the Lottery.
Lockup
Previous Campaign
The campaign and updated color palette was an inspired evolution of the brand’s original 12-Ray sunburst and the previous “Get It” brand campaign.
Design System
The design system allowed for easily customizable and flexible layouts without sacrificing brand recognition.
Animation
OOH
The idea of Scratch Away is that all the fun and excitement is hiding just below the surface and all you have to do is just scratch away.
Social
The campaign and visual language was extended across both digital and physical touchpoints.
OLV End Card
Social—Holiday
The design system can be customized for special events and holidays by changing the color palette and 3D graphics while still maintaining the overall visual integrity.
Agency:
Dentsu Creative
Client:
Illinois Lottery
Sector:
Gambling, B2C
Type:
Campaign
Role:
Designer
Team:
Michael Straznickas, ECD
Zulema Orozco, GCD
Daniela Montanez, CD
Luz Gonzalez, CD
Tori Dubray, CW
Ryan Mason, Strategy
Tracey Wong, Sr. Designer
Dentsu Creative
Client:
Illinois Lottery
Sector:
Gambling, B2C
Type:
Campaign
Role:
Designer
Team:
Michael Straznickas, ECD
Zulema Orozco, GCD
Daniela Montanez, CD
Luz Gonzalez, CD
Tori Dubray, CW
Ryan Mason, Strategy
Tracey Wong, Sr. Designer
Challenge:
Illinois Lottery approached us to create a new 360° evergreen campaign for their Instants “scratcher” tickets segment. Sales were down and they wanted a bold, visual approach similar to their previous campaigns to attract attention and re-excite people about Instants tickets.
Insights:
• Players love the act of scratching, it’s tactile, real and immediate.
• Players are positive people who believe in karma.
• Playing Instants opens up conversations about peoples hopes, dreams and futures...if they win.
• They’re spontaneous people who love the experience and excitement of scratching.
Solution:
Based on our strategic insights and working in collaboration with the client, account managers, strategy and the design team, I created a loud, colorful 3D lockup exploding from the ticket to capture the fun and excitement that people have playing the scratchers. Informed by the insight that people love the physical act of scratching, a large graphic “reveal” became the foundation of the lockup.
The lockup was typeset in Publica Play—a bold, rounded sans serif that gave depth to the 3D letters. The bright color palette was inspired from their existing brand “rays” and previous “Get It” campaign. The colors also represent the emotions behind the game—energy, excitement and anticipation.
The campaign was motion driven with an animated “scratch away” revealing the lockup complete with spinning coins and shooting stars.
Results:
My concept was selected for final presentation to the client.
Scratch Away speaks to the consumer in an authentic way by capturing the feeling of gambling.
Illinois Lottery approached us to create a new 360° evergreen campaign for their Instants “scratcher” tickets segment. Sales were down and they wanted a bold, visual approach similar to their previous campaigns to attract attention and re-excite people about Instants tickets.
Insights:
• Players love the act of scratching, it’s tactile, real and immediate.
• Players are positive people who believe in karma.
• Playing Instants opens up conversations about peoples hopes, dreams and futures...if they win.
• They’re spontaneous people who love the experience and excitement of scratching.
Solution:
Based on our strategic insights and working in collaboration with the client, account managers, strategy and the design team, I created a loud, colorful 3D lockup exploding from the ticket to capture the fun and excitement that people have playing the scratchers. Informed by the insight that people love the physical act of scratching, a large graphic “reveal” became the foundation of the lockup.
The lockup was typeset in Publica Play—a bold, rounded sans serif that gave depth to the 3D letters. The bright color palette was inspired from their existing brand “rays” and previous “Get It” campaign. The colors also represent the emotions behind the game—energy, excitement and anticipation.
The campaign was motion driven with an animated “scratch away” revealing the lockup complete with spinning coins and shooting stars.
Results:
My concept was selected for final presentation to the client.
Scratch Away speaks to the consumer in an authentic way by capturing the feeling of gambling.