London International Awards
2022 Winners and Finalists
Gold
Ambient & Activation
Direct Marketing - Consumer
| Entrant: | DAVID Madrid, Madrid |
| Brand: | Activision |
| Title: | "Scratchboards" |
| Corporate Name of Client: | Activision |
| Chief Marketing Officer: | Fernando Machado |
| Client Chief Creative Officer: | Pelle Sjoenell |
| Client Digital Marketing: | Oliver Cook |
| Client Product Management: | Joyce Chang |
| Client Public Relations: | Katy Marshall |
| Agency: | DAVID Madrid, Madrid |
| Global Chief Operating Officer: | Sylvia Panico |
| Global Chief Creative Officer: | Pancho Cassis |
| Executive Creative Directors: | Saulo Rocha/André Toledo |
| Copywriter: | Guilherme Pinheiro |
| Art Directors: | Pedro Gabbay/Rafael Ochoa/Camilo Jiménez |
| Agency Heads of Production: | Brenda Morrison Fell/Alejandro Falduti |
| Agency Producers: | Thiago Zveiter/Santi Lardin |
| Agency Account Supervisor: | Irene León |
| Agency Group Account Director: | María García Herranz |
| Production Company: | 900 Films |
| Director: | Jared Prindle |
| Producer: | Galina Cooper |
| Director of Photography: | Cameron Sanchez |
| Gaffer: | Chris Andrus |
| Key Grip: | James Allen |
| Swing: | Dylan Melly |
| VTR/Stream: | Rico Molder |
| HMU: | Prell Chaurusanti |
| Location Manager: | Cierra Javier |
| Editor: | Cristian Migueliz |
| Photography Studio: | The Producer |
| Photographer: | Davit Ruiz |
| Photography Studio Executive Producer: | Irene Paz |
| Photography Producer : | Leti Duarte |
| Illustration Company: | DAVID Madrid |
| Illustrators: | Fabio Vido/Pedro Gabbay/Rafael Ochoa |
| Creative Lead Bait Shoppe: | Evan Starkman |
| Lead Producer Bait Shoppe: | Remy Groh |
| Content Bait Shoppe: | Keith Brady |
| Fabrication Lead Bait Shoppe: | Remy Groh |
| Design Bait Shoppe: | Madelyn Veller |
| Account Support Bait Shoppe: | Alyson Galuppo |
| Personal Assistant: | Alim Ahamad |
| Board Production Company: | Bait Shoppe, Los Angeles |
Description:
In skateboarding, the more you skate and slide, the more you scratch your board. So, by tapping into this insight, we partnered with Birdhouse and created the Scratchboards: limited-edition decks inspired by lottery scratchcards.
They have everything a scratchcard should have: metallic colors, lucky charm symbols, good-luck sayings and, last but not least, hidden prizes.
With special paint, we created a top layer that can be scratched off to reveal a hidden second layer with in-game reward codes on it. So, the more you skate, the luckier you get.
Three different deck designs. One perfect skater to launch it: Tony Hawk.