The creative idea behind this campaign is rooted in a simple human truth that giving is the real gift. Scratchers are something small, but can become something momentous when given the right way. And in a world where there are so many distractions that keep us from having real moments with people, as close as our neighbors, a personal gift that helps connect people and bring them together carries so much more meaning. In the end, it gives greater value to the Scratcher outside of the win.