We capitalized on the cultural energy of Taylor Swift’s once-in-a-lifetime Eras Tour by creating a Scratch & Win ticket without using the artist’s name, likeness, or trademarks.

The objective was to design a ticket that felt undeniably tied to the artist while remaining 100% legally compliant and appealing to superfans and everyday players alike. 

Inspired by Taylor Swift’s iconic storytelling and tradition of hidden clues, we designed a campaign layered with fan-oriented details that made every touchpoint feel intentional.

Creative Concept: An immersive concert-themed Scratch & Win ticket powered by friendship bracelets, lucky 13s, arena lighting, and coded fan symbolism, delivering the feeling, frenzy, and magic of the Eras Tour.

Visual Identity: Signature-Swift colours, radiant stage lighting, and stadium-scale energy to echo the visual language of live performance.

Easter Egg Strategy: We layered the campaign with fan-oriented imagery from colours and fonts to heart hands and friendship bracelets, creating a rich tapestry of subtle nods to the artist. Plus, we expanded the grand prize from 12 to 13 guests as a clever wink to Taylor Swift’s favourite number, making the prize itself an Easter egg fans could instantly recognize and appreciate.