The campaign from Publicis' direct and digital division aims to promote the launch of instant-win games. It will run for three months across high-traffic destinations such as major portals, internet service providers and entertainment and lifestyle websites.
The creative work is based around the range of interactive games Camelot has launched in its attempt to boost interest in and flagging sales of traditional lottery tickets. New games include Pharoah's Treasure, Pluck A Duck, Flirtathon and Holiday Bonanza.
Advertising formats include expandable banners and Overlayz, which appear as interactive images over-laying selected web pages.
The creative approach is different from WCRS's above-the-line work for Camelot, which focuses on draw-based games and in-store scratchcards, to differentiate the new online games and draw a new web-savvy audience.
The ads were art directed by Dylan DiBona and written by Martin Gent.
Media planning is by Media Planning Group and buying is by Tribal DDB.