{"id":19894,"date":"2025-05-09T12:04:37","date_gmt":"2025-05-09T11:04:37","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=19894"},"modified":"2025-05-09T12:04:37","modified_gmt":"2025-05-09T11:04:37","slug":"add-some-play","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/add-some-play","title":{"rendered":"Add Some Play"},"content":{"rendered":"<div class=\"lazyblock-video-ifplJ wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1082560323?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZPMxB wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Today<\/span><b> Allwyn,<\/b><span style=\"font-weight: 400\"> operator of<\/span><b> The National Lottery, <\/b><span style=\"font-weight: 400\">returns with a bold new integrated summer campaign for Scratchcards, <\/span><i><span style=\"font-weight: 400\">\u2018Add Some Play\u2019.<\/span><\/i><span style=\"font-weight: 400\"> Developed by creative agency<\/span> <b>VCCP<\/b><b>,<\/b><span style=\"font-weight: 400\"> with the media strategy by Hearts &amp; Science, this campaign celebrates the entertaining ways adults come together to play games. It brings to life the fun, interactive role that<\/span><b> Scratchcards<\/b><span style=\"font-weight: 400\"> play in real-world social moments.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">\u2018Add Some Play\u2019<\/span><\/i><span style=\"font-weight: 400\"> aims to reposition <\/span><b>Scratchcards<\/b><span style=\"font-weight: 400\"> for a new generation of players. By anchoring the creative in shared experience and relatable playfulness, the campaign seeks to grow appeal beyond regular players. It builds on the insight that <\/span><b>Scratchcards<\/b><span style=\"font-weight: 400\"> can spark connection and shared fun in group settings. As the latest installment of <\/span><i><span style=\"font-weight: 400\">Add Some Play\u2019, <\/span><\/i><span style=\"font-weight: 400\">which launched last Christmas, the campaign underlines how <\/span><b>Scratchcards<\/b><span style=\"font-weight: 400\"> can bring fun to an everyday moment.\u00a0<\/span><\/p>\n<p><b>VCCP<\/b><span style=\"font-weight: 400\">\u2019s global content studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> worked with director Ben Taylor and <\/span><b>MindsEye Films<\/b><span style=\"font-weight: 400\"> to bring the campaign to life. The campaign was ideated by Katy Stanage and Alice Marani<\/span><b>.<\/b><span style=\"font-weight: 400\"> The film follows a group of friends on a weekend getaway playing a game of \u2018Scratchcard Scavenger Hunt\u2019 &#8211; where they go searching for a hidden <\/span><b>Scratchcard. <\/b><span style=\"font-weight: 400\">The search sees them riffling within cupboards, under plants and behind books, showing how a Scratchcard can turn a simple game into a moment of shared fun and joy. Excitement builds throughout as the friendship group\u2019s competitiveness reveals itself, with friendly competition adding to the joyful chaos. One friend gently pushes the other who shifts in her seat, accidentally revealing the hidden <\/span><b>Scratchcard<\/b><span style=\"font-weight: 400\"> which she has been sitting on the whole time. The film comes to an end, centring on the <\/span><b>Scratchcard<\/b><span style=\"font-weight: 400\">\u2019s numbers being revealed. <\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The campaign also features a social-first execution created by <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> and <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">\u2019s in-house content creators. The film\u2019s focus on real groups of friends enjoying a night of bingo, capturing authentic, unscripted moments that show how <\/span><b>Scratchcards<\/b><span style=\"font-weight: 400\"> can slot naturally into the fabric of social life.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Running across TV, social, retail and digital out of home, the integrated campaign continues the reappraisal of Scratchcards as it celebrates <\/span><b>Scratchcards<\/b><span style=\"font-weight: 400\"> as an accessible, light-hearted way to bring people together in everyday moments. Digital out of home deliverables were designed and animated by <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">&#8216;s digital experience agency <\/span><b>Bernadette<\/b><span style=\"font-weight: 400\">. Media planning and buying was led by media agency <\/span><b>Hearts &amp; Science<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><b>Ben Brown<\/b><span style=\"font-weight: 400\">, <\/span><b>Head of Media and Channel Activation, Allwyn<\/b><span style=\"font-weight: 400\">: \u201cScratchcards have always been a bit of quiet fun &#8211; we saw an opportunity to show how they can bring a bit of joy to everyday social moments too. \u2018Add Some Play\u2019 is all about adding some play to everyday moments, with this instalment putting a game of \u2018Scratchcard Scavenger Hunt\u2019 at the centre of a summer getaway with friends.\u201d\u00a0<\/span><\/p>\n<p><b>Darren Bailes, Global CCO at VCCP, added<\/b><span style=\"font-weight: 400\">: \u201cWe wanted to take the joy of Scratchcards and inject it into real, spontaneous moments &#8211; on a weekend away with mates, at bingo with friends. It\u2019s a light-hearted campaign with real warmth, all about showing how a simple idea can create a spark of connection.\u201d\u00a0<\/span><\/p>\n<p><b>Jonathan Price, Client Partner at Hearts &amp; Science, added<\/b><span style=\"font-weight: 400\">:\u00a0 added: \u201cThe latest instalment of \u2018Add Some Play\u2019 reminds us that adults need to make time for fun. By using a mix of media to suggest different moments where Scratchcards can bring people together, we aim to drive demand but also to change how people think about the brand over the longer term.\u201d\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Zm4win wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        It\u2019s a light-hearted campaign with real warmth, all about showing how a simple idea can create a spark of connection. \n        <cite>Darren Bailes, Global CCO at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-19894","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"17796","hero_video":"","hero_image":{"ID":19896,"id":19896,"title":"Scratchcards - 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