category finalist
jill@cactusinc.com
"Triple Play Takedown" was built on a clear brief and an even clearer opportunity: showcase the product’s core differentiator - three ways to win on every ticket - and translate it into a creative idea that would energize players. Our strategy centered on amplifying that built-in excitement through a high-impact campaign that broke through, delivered fresh category energy, and ultimately drove measurable lifts for the client..
The centerpiece of the campaign was a dynamic spot starring "Team Triple Play,” a formidable trio of wrestlers. These three champions mirrored the scratch-off’s multiple winning opportunities as they worked in unison to conquer their towering adversary, The Mighty Money Bags. The commercial was packed with the same thrill and excitement players feel when they discover a win.
Beyond the television spot, the campaign extended its playful spirit into digital spaces with an interactive thumb-wrestling game called “The Triple Play Takedown.” Users could challenge a trio of digital opponents, competing for a chance to win Triple Play Scratch-offs, directly linking digital engagement with the physical product.
All campaign elements, from the TV, to the digital game, to the point-of-sale ads, were unified by a vibrant, cohesive color palette. This ensured instant recognition and a consistent brand experience across every touchpoint, driving home the message of “triple the ways to win.”
