“Scratch for luck,” by Garnier BBDO for the Guatemala Lottery

The agency was inspired by a cultural insight found in tourist behavior, where people stand in long lines just to touch monuments, in order to feel closer to luck. In this way, an analogy is established between “brushing against” luck and “scratching” for the lottery.

With Lotería Escoge 2, people are just one “scratch” away from finding their luck. That is why the graphic and out-of-home campaign Scratch for luck— Scratch for luck developed together with Garnier BBDO—featured the most iconic tourist monuments as protagonists to “obtain luck.” 

“The appeal of this idea is that a cultural behavior of tourists was the discovery that inspired it. As with great ideas, sometimes you just have to pay attention to the details right in front of you,” said Carlos Vergara, Executive Creative Director at Garnier BBDO.

Based on a strong cultural insight, the Scratch for luck campaign invites Scratch for luck people to “scratch” what can truly make you win: the Lotería Escoge 2 tickets.