Thinkerbell

Invaluable Scratchie – A prize you can’t put a price on

Lured by the promise of winning large cash prizes, approximately 3 million Australians buy a scratch card each year. Invaluable Scratchie reimagines the scratch card by replacing the dollar value of the prize, typically hidden behind the silver scratch ink, with “creativity” ­– a prize that it’s impossible to put a price on.

Inviting Australians to uncover the value of creativity, the Invaluable Scratchie campaign by Thinkerbell uses physical and digital interactive scratch surfaces that, once scratched, reveal illustrated examples of the nation’s many creative achievements. From the hills hoist to the life-changing cochlear implant, each emblem of creativity is presented as a drawing by seven-year-old Australian artist Charlie Marker, who creates doodle art using black marker pens.

Thinkerbell is an independent creative and consulting agency, established in 2017, with offices in Sydney and Melbourne (AUS). In 2021 Thinkerbell was named Creative Agency of Year, Full-Service Agency of The Year, and PR Agency of the Year by Mumbrella (AUS) – marking the first time one team has won all three agency accolades.