Veikkaus Giant Christmas Card Gets Scratched
Outstanding
Credits
Brand: Veikkaus
Agency: SEK
Production Company: BäxLab
VFX: BäxLab
Creative Director: Pasi Käräjäoja / BäxLab
Sound: Cocoa
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This Veikkaus FOOH campaign begins with a nighttime view of a city building wrapped in Christmas lights and oversized ornaments shimmering across its façade. This moment cleverly highlights the anticipation of Veikkaus’ Christmas lottery calendar as a giant Santa hat appears from the side of the building and flicks a triangular scratching chip toward the massive advent-style card, where the chip glides across the surface under the headline “JOULUKALENTERI,” scraping away the coating to reveal the hidden message “Missä arpa, siellä joulu” while the camera steadily zooms in and the festive decorations glow around the scene. As a perfect blend of engaging storytelling and distinctive product integration, the CGI effects enhancement is designed for promoting Veikkaus’ Christmas lottery calendar and holiday scratch card experience.
