Introducing a brand new, fresh, integrated campaign that not only showcased “players” but also told the story of how many winners Scratchcards makes. Worked closely with ad agency AMV to originate the idea of a “human counter” to showcase winner stats. Originated a bold and recognisable look and feel, that would work for TV and print. This concept worked across dynamic media such as national station digital billboards that showed how many winners were made before the train arrived, winning the Clear Channel “Innovation” award. I concepted and art directed the shoot, overseeing creation of all print and digital comms, to ensure consistency.