LONDON, UK – Allwyn, the operator of The National Lottery, is giving scratchcards a fresh makeover with the latest wave of its playful campaign, Add Some Play. Created in collaboration with VCCP and Hearts & Science, this spirited summer push dives into the everyday magic of turning ordinary moments into something a little more fun – with a scratchcard in hand.
This newest installment takes the form of a Scratchcard Scavenger Hunt, where a weekend trip with friends becomes the perfect playground for spontaneous fun. In a cheeky new spot directed by Ben Taylor and brought to life by VCCP’s global content studio Girl&Bear and production house MindsEye Films, viewers follow a group of friends searching high and low for a hidden scratchcard. Think behind books, under houseplants, even underneath someone who didn’t realize she was sitting on it the whole time with a joyful reveal of the card’s numbers.
The campaign also features a social-first execution created by Girl&Bear and VCCP’s in-house content creators. Running across TV, social, retail and digital out of home, the integrated campaign continues the reappraisal of Scratchcards as it celebrates Scratchcards as an accessible, light-hearted way to bring people together in everyday moments. Digital out of home deliverables were designed and animated by VCCP’s digital experience agency Bernadette. Media planning and buying was led by media agency Hearts & Science.
Ben Brown, Head of Media and Channel Activation, Allwyn: “Scratchcards have always been a bit of quiet fun – we saw an opportunity to show how they can bring a bit of joy to everyday social moments too. ‘Add Some Play’ is all about adding some play to everyday moments, with this instalment putting a game of ‘Scratchcard Scavenger Hunt’ at the centre of a summer getaway with friends.”
Darren Bailes, Global CCO at VCCP, added: “We wanted to take the joy of Scratchcards and inject it into real, spontaneous moments – on a weekend away with mates, at bingo with friends. It’s a light-hearted campaign with real warmth, all about showing how a simple idea can create a spark of connection.”
Jonathan Price, Client Partner at Hearts & Science, added: added: “The latest instalment of ‘Add Some Play’ reminds us that adults need to make time for fun. By using a mix of media to suggest different moments where Scratchcards can bring people together, we aim to drive demand but also to change how people think about the brand over the longer term.”
CREDITS:
Campaign Title: National Lottery Scratchcards Add Some Play
Client: Allwyn
Advertising Agency: VCCP and Girl&Bear
Creative Director: Christopher Ringsell
Copywriter and Art Director: Katy Stanage & Alice Marani
Senior Account Director : Izi Hutchinson
Account Director: Jasmine Beale
Planning Director: Jack Trew
Senior Planner: Saskia Meagher
Agency TV Producer: Maddy Holmes
Agency Creative Producer: Joe Maskall
Integrated Project Director: Romana Kit
Brand & Marketing Director: Steve Parkinson
Head Of Brand: Anna Mcinally
Senior Brand Manager: Amanda Clift
Brand Managers: Fiona Knott, Lucie Pelaez and Tiffany Bedwell
Media Planning and Buying Agency: Hearts and Science
Managing Partner : Rebecca Burke
Client Partner: Jonathan Price
AV Business Director: Martyn Searles and Andre Camenzuli
AV Account Manager: Raphaella Milopoulos
Media Planner Business Director: Rachel Hurdman
Media Planner Manager: Sophie Bell
Production Company: Mindseye Films
Director: Ben Taylor
First AD: Julian Higgs
DOP: Dan Stafford – Clark
Executive Producers: Debbie Ninnis & Hughie Philips
Producer: Lucy Benson-Brown
Editors: Tenthree
Editor: David Whittaker
Post Production Company: Time Based Arts
VFX Lead: Al Hamer
Colourist: Simone Grattarola
Post Producer: Lily Barron
Audio Production: Factory Studios
Sound Engineer: Jon Clarke
Audio Producer: Ciara Wakley
Music: Faber Music
Composer: Oli Julian
Bernadette Digital Production
Senior Project Manager: Sue Awotar
Design Director: Gilles Bestley
Motion Designers: Ivan Huri & Štěpán Sebastián Hlouch
G&B Design & Artlab
Design Director: Clary Vikstrom
Designer: Ayesha Handy
Artworker: Lee Forster
