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Award: Wood Pencil

Wood Pencil / Experiential / Gamification / 2020

Imagine if you found out that the Lotto ad you watched wasn’t just an ad, but instead a Lotto ticket? Lotto numbers were hidden throughout this advert, giving people who found them a chance at the cash prize. It wasn’t just the main character in the ad in a desperate search for the lost ticket, it was also the audience. The website turned searching through the film into a game, making finding each number rewarding, and transforming a 90-second TV ad into a piece of entertainment that over 200,000 visitors spent nearly six minutes on average exploring.

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