The Interprovincial Lottery Corporation’s new ticket needed to attract new players to try our newest ticket. We knew our target played other instant tickets, but they weren’t playing anything quite this extreme. And they certainly weren’t getting the chance to win anything as big as what we had to offer – 25 top prizes of $1 million dollars. So we positioned this ticket as the game that’s all about going, and winning, extreme. To demonstrate just how extreme the ticket’s prizing was, we played off the idea that conventional scratching just won’t do. A ticket this extreme needs an extreme way to scratch it. And what could possibly be more extreme than using a great white shark’s open mouth to scratch it?