{"id":326,"date":"2025-05-07T15:50:08","date_gmt":"2025-05-07T21:50:08","guid":{"rendered":"https:\/\/garnier.agency\/?p=326"},"modified":"2026-05-11T11:42:15","modified_gmt":"2026-05-11T17:42:15","slug":"scratch-for-luck-de-garnier-bbdo-para-la-loteria-de-guatemala","status":"publish","type":"post","link":"https:\/\/garnier.agency\/en\/scratch-for-luck-de-garnier-bbdo-para-la-loteria-de-guatemala\/","title":{"rendered":"\u201cScratch for luck,\u201d by Garnier BBDO for the Guatemala Lottery"},"content":{"rendered":"<p>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 \u201cbrushing against\u201d luck and \u201cscratching\u201d for the lottery.<\/p>\n\n\n\n<p>With Loter\u00eda Escoge 2, people are just one \u201cscratch\u201d away from finding their luck. That is why the graphic and out-of-home campaign Scratch for luck\u2014\u00a0<em>Scratch for luck<\/em>\u00a0developed together with Garnier BBDO\u2014featured the most iconic tourist monuments as protagonists to \u201cobtain luck.\u201d\u00a0<\/p>\n\n\n\n<p>\u201cThe 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,\u201d said Carlos Vergara, Executive Creative Director at Garnier BBDO.<\/p>\n\n\n\n<p>Based on a strong cultural insight, the Scratch for luck campaign invites<em>&nbsp;Scratch for luck<\/em>&nbsp;people to \u201cscratch\u201d what can truly make you win: the Loter\u00eda Escoge 2 tickets.<\/p>","protected":false},"excerpt":{"rendered":"<p>La agencia se inspir\u00f3 en un insight cultural encontrado en el comportamiento de turistas, por el cual hacen largas filas con tal de tocar monumentos, para sentirse m\u00e1s cerca de la suerte. De esta forma, se establece una analog\u00eda entre \u201crozar\u201d por la suerte y \u201crascar\u201d por la loter\u00eda. Con Loter\u00eda Escoge 2, las personas [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":327,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15,4],"tags":[20],"class_list":["post-326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guayaquil","category-noticias","tag-adlatina"],"acf":[],"_links":{"self":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/326","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/comments?post=326"}],"version-history":[{"count":1,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/326\/revisions"}],"predecessor-version":[{"id":445,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/326\/revisions\/445"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media\/327"}],"wp:attachment":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media?parent=326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/categories?post=326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/tags?post=326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}