Created to reposition National Lottery Scratchcards around the scale of winning moments they create every day, the integrated campaign introduced a bold new visual identity and campaign mechanic designed to bring winner statistics to life in a dynamic, highly visible way.

Working closely with AMV BBDO, we developed the idea of a ‘human counter’, a striking visual device used across TV, print and digital platforms to physically represent the volume of winners being created in real time. Designed for maximum impact across dynamic media, the campaign extended into reactive digital out-of-home placements, including national station billboards that updated live to show how many winners had been made before the next train arrived, later winning the Clear Channel Innovation Award.

Creative Leadership across campaign concepting, visual identity, shoot art direction and integrated rollout across print, digital and broadcast.