Scratch To See How A Lottery Win Would Change Your Life

Australian print ad and banner lets you see yourself as a millionaire

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To promote Tatts' Lotteries Instant Scratch-Its ticket, which offers a top prize of one million Australian dollars, GPY&R Brisbane has created a print campaign that lets people scratch away a picture of their "old life" to see what life would be like as an Instant Millionaire. The campaign, which shows a suburban house transformed into a home with a gold-plated roof, pool and luxury cars, uses a similar latex printing technique to the Instant Scratch-Its tickets. The agency also created a scratchable banner ad that performs the same function.

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Apr 30, 2013
GPY&R - Brisbane
Tatts Instant Millionaire
Executive Creative Director:
Ben Coulson
Creative Director:
Brendan Greaney
Senior Art Director:
Andrew Leftley
Group Account Director:
Fiona Caird
Agency Producer:
Kohbe Vela
Print Producer:
Michelle Short
Damien Bredburg
Stills Production:
Nicole Leatherby
Santi Drane
Additional Retouching:
Marcus Byrne
Digital Producer:
Brock Smith
Senior Brand Manager:
Fiona Martin
Brand Portfolio Manager:
Nada McNamara
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