Resist Comfort
We transformed the iconic Scratchers line into a cultural moment… not just a ticket, but a moment of play! Capitalizing on the famed Pac-Man brand, our campaign reframed instant-win scratch tickets as more than prizes: they became micro-moments of joy, anticipation, and surprise embedded in everyday life. By tapping into playful storytelling and culturally relevant touchpoints, we helped reposition the Scratchers on-the-go experience as something you carry with you — a scratch here, a moment of delight there. We carried this into seasonal moments in social as well.