Say It

Asked to break the mould and develop a new scratch card for a more lively, stylish and urban audience we invented the ‘Say It’ range of Instant Kiwi tickets. Still packed with loads of prizes, the range steered away from the conventional format and sported a strong, contemporary design, centred on unexpected copy and playful surprises.

Designed in collaboration with Brogen Averill and with the help of 6 diverse writers, we interrogated every detail from purchase, to play, to more playful terms and conditions.

The new look tickets were then promoted with a fully integrated campaign we created that included in store POS, radio, outdoor, social media, and with a targeted sampling campaign in cafes and fashion retailers.