Scratch Off Campaign for Capital Forest!

I just completed a new campaign for my friend meredith at Capital Forest. I got the call with a unique request...She asked me, do you know when you get off a scratch off lottery ticket and they are designed, over the top, almost "cheesy looking". I told her I did...and laughed. She wanted that for a 6 week campaign where every week a new vendor would be scratched and exposed.

Very unique concept for advertising.

Below are a couple variations of the images at stages of scratch off.