To launch the new Money Multiplier scratchcard from the National Lottery Ireland creative agency DDFH&B in Dublin turned to the animal that’s known for its multiplying abilities.
The campaign kicked off with five second TV teasers during the Irish Nine O’Clock News showing rabbits but no branding other than #LegendBoy (below, top). After becoming a talking point across social media the rest of the campaign launched three days later.
The TV spots were directed by Lorcan Finnegan of Butter with character animation by Graham Gallagher of Windmill Lane and multiple voices by The Wind That Shakes the Barley actor Aidan O’Hare.
Very good: thoughtful as well as clever in a category known for shouting. Pity about so many scratchcards at the end of the ad but that’s clients for you.
MAA creative scale: 7.5.