Opportunity

To launch their new Money Multiplier scratch card, the National Lottery needed to communicate its benefits in a simple yet memorable way.  As with all scratch cards, you enjoy an instant winning feeling when you play, but here that feeling is multiplied (as are your winnings). It was important to present Money Multiplier in a fun, entertaining and surprising fashion so as to appeal to an audience who might not normally play scratch cards. So the team here at DDFH&B turned to the one animal that’s known for multiplying more than any other.

Output qK5hmX

Solution

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!

Outdoor & Press