Scratchboards
Award: Wood Pencil
Wood Pencil / Direct / Printed Materials / 2023
Award: Wood Pencil
Wood Pencil / Experiential / Community Activations
Award: Wood Pencil
Wood Pencil / Gaming & Virtual Worlds / User Participation
Award: Shortlist
Shortlist / Art Direction / Direct
In skateboarding, the more use your board, the more you scratch it. Activision Blizzard and David The Agency worked with skateboard brand Birdhouse to create Scratchboards: limited-edition decks inspired by lottery scratchcards. All three deck designs have the features of a typical scratchcard, including metallic colours, lucky charm symbols, and hidden prizes. The top layer was covered in special paint, which can be scratched off to reveal a hidden second layer with in-game reward codes on it. The more you skate, the luckier you get. The campaign was launched by skateboarding icon Tony Hawk.
