The One Show
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Scratchboards
Agency DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Category
Innovation & Transformation / Innovation in Out of Home
Annual ID
OS23_OH035B
About the Work
Tony Hawk's Pro Skater inspired a generation to take up skating for real. So, to promote the remaster of the series after its 20th anniversary, we decided to reward skaters by mixing the real world and the virtual one.
In skateboarding, the more you skate and slide, the more you scratch your board. So, to promote Activision’s video game, we partnered with Birdhouse (Tony Hawk’s own skateboard brand) and created “Scratchboards”: limited-edition decks inspired by lottery scratch cards.
The boards, introduced by Tony Hawk himself, had everything a scratch card should: metallic colors, lucky charm symbols and, of course, hidden prizes.
We used a special paint to create a top layer that could be scratched off to reveal a hidden second layer with in-game reward codes. That way, the more you skate, the luckier you get. The Scratchboards campaign was launched with an online film starring Tony Hawk. Fans had to share it on Twitter or Instagram for the chance to win their own Scratchboard.
Skaters flooded social media with our video, and a selection of pro skaters and influencers got their hands on our Scratchboards before anyone else to help the campaign spread.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
DAVID / Madrid
Client / Brand
Activision / Los Angeles
Production Company
900 Films / Los Angeles
Bait Shoppe / Los Angeles
Art Director
Pedro Gabbay
Rafael Ochoa
Camilo Jiménez
Chief Creative Officer
Pelle Sjoenell
Chief Marketing Officer
Fernando Machado
Designer
Madelyn Veller
Director
Jared Prindle
Director of Photography
Cameron Sánchez
Executive Creative Director
Saulo Rocha
André Toledo
Executive Producer
Irene Paz
Illustrator
Fabio Vido
Pedro Gabbay
Photographer
Davit Ruiz
Account Supervisor
Irene León
Associate Creative Director
Guilherme Pinheiro
Global Chief Creative Officer
Pancho Cassis
Account Suport
Alyson Galuppo
Content
Keith Brady
Creative Editor
Cristian Migueliz
Creative Lead
Evan Starkman
Digital Maketing
Oliver Cook
Fabrication Lead
Remy Groh
GAFFER
Chris Andrus
Global Chief Operating Officer
Sylvia Panico
Head of Account
María García Herranz
Head Of Production
Brenda Morrison Fell
Alejandro Falduti
HMU
Prell Chaurusanti
Lead producer
Remy Groh
Location Manager
Cierra Xavier
Personal Assistant
Alim Ahamad
Product Management
Joyce Chang
public relations
Katy Marshall
Swing
Dylan Melly
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