Scratching Series Xtreme

The Florida Lottery’s X THE CASH Scratch-Offs offer more than just a chance to win – they deliver life-changing prizes while supporting Florida education through Bright Futures Scholarships. While playing is thrilling, the act of scratching can appear ordinary. Our challenge was to capture what playing truly feels like for a modern, social-first audience. We elevated the experience by turning gameplay into a high-adrenaline spectacle, placing real players in extreme situations to mirror the emotional rush. Built for Instagram Reels, the campaign embraced a raw, unscripted aesthetic, capturing authentic reactions instead of polished, traditional ads. With a nimble crew, we filmed players scratching tickets while riding shotgun on an F1-style track, bringing genuine excitement to life. Optimized in partnership with Meta, the campaign drove strong engagement and efficiency. The result: millions reached, a 16% lower cost per result, a 6.8-point brand lift, and $527M+ in sales – fueling $91M+ for Florida education.