The winning feeling and instant joy that playing a scratch card was central to our creative response. The through-the-line campaign includes 30, 20 and 10 second TV and VOD spots, outdoor, press, digital, social and some hilarious behind the scenes videos. The TV spots, featuring many real live bunnies, were directed by Lorcan Finnegan of Butter, with character animation by Graham Gallagher of Windmill Lane and multiple voices by The Wind That Shakes the Barley actor, Aidan O’Hare (no, really, that's his name ). The familiar winning feeling being multiplied was dramatised with furry friends cheering on a player and then multiplying. The Cork accents just happened.

Scratch cards just got even more fun!