THE Science of the Thrill
Instant Kiwi
Brand Campaign / Direction/ World-Building
Scratchies are sold on winning. But the real product is anticipation. That gap between scratching and revealing - the hesitation, the ritual, the little rush - that’s where the emotion lives.
This project was al about reframing Instant Kiwi around the behaviour of anticipation, rather than the outcome of winning.
The challenge was to turn that simple insight into an accessible, cost-effective campaign format with enough personality and visual jazz to give Instant Kiwi its own world. With comedian Millen Baird at its centre, a fictional Scratchie Research Institute became the vehicle - an absurdly serious institution dedicated to studying the physical and emotional responses people have when they win.
THE SUPERSTITION
Somehow, scratching harder feels like it’ll help.
The fiction gave us a way to make a fleeting product moment ownable, repeatable and entertaining.
Scratching rituals, hesitation and superstition became research subjects; completely irrational behaviour was treated with the precision of serious science.
The tone sat between precision and mischief - familiar enough to recognise, strange enough to be memorable. Film, print and photography extended the same world, creating a consistent campaign language rather than a series of disconnected executions.
THE HESITATION
That moment before the final scratch.
THE RITUAL
Everyone has a way of doing it.
Role: Director - translating a behavioural insight into a distinctive narrative world, defining its logic, tone and expression across film, print and photography.
