Allwyn, operator of The National Lottery in the U.K., returns with a new integrated summer campaign for Scratchcards, “Add Some Play.” Developed by creative agency VCCP, the campaign celebrates the entertaining ways adults come together to play games. It brings to life the fun, interactive role that Scratchcards play in real-world social moments.
VCCP’s global content studio Girl&Bear worked with director Ben Taylor and MindsEye Films to bring the campaign to life. The campaign was ideated by Katy Stanage and Alice Marani. This campaign film follows a group of friends on a weekend getaway playing a game of “Scratchcard Scavenger Hunt” where they go searching for a hidden Scratchcard. The search sees them riffling within cupboards, under plants and behind books, showing how a Scratchcard can turn a simple game into a moment of shared fun and joy. Excitement builds throughout as the friendship group’s competitiveness reveals itself, with friendly competition adding to the joyful chaos. One friend gently pushes the other who shifts in her seat, accidentally revealing the hidden Scratchcard which she has been sitting on the whole time. The film comes to an end, centering on the Scratchcard’s numbers being revealed.
