We positioned the new Arizona Adventure scratchers as literal tickets to explore — the same way you’d buy admission to a concert, a park, or a plane ride. Each one became a cinematic invitation to escape routine and rediscover the state through play. To bring it all to life, we tapped into the timeless energy of Johnny Cash’s “I’ve Been Everywhere, Man,” giving the campaign a soundtrack rooted in travel, grit, and Americana. The song added rhythm to the journey — a nod to both wanderers and weekend explorers alike. Every frame captured the grandeur of Arizona’s terrain, bridging imagination and reality in a way that made the ordinary feel epic. Because luck isn’t something that finds you — it’s something you find when you’re brave enough to chase it. A celebration of curiosity, courage, and the adventure that starts the moment you scratch.