Activision turns skateboards into scratchcards to promote Tony Hawk game

Campaign from David Madrid unlocks in-game prizes when skaters scratch their boards enough

Published On
Mar 17, 2022

Editor's Pick

In skateboarding, the more you skate, the more you scratch your decks. So Activision has tapped into that idea in a new campaign to promote Tony Hawk’s Pro Skater video game.

The promotional campaign from David Madrid, in collaboration with Birdhouse, has put codes beneath the paint of some limited edition skateboards, or "scratchboards," in the manner of scratch cards. Skaters just need to slide the boards enough to reveal the codes, which will redeem various in-game prizes.

The announcement was shared across Activision’s and Tony Hawk’s social media channels.  The digital videos show Hawk himself demonstrating the boards, scratching his board to reveal prizes within.

Pro skaters and influencers will receive the boards, and their followers also get a chance to win one for themselves by sharing the launch video with #ScratchBoards on Instagram or Twitter.

"Being able to work with Tony Hawk is a dream for all of us. Having one of my childhood idols approving our idea and being so nice was crazy”, commented Saulo Rocha, executive creative director at David Madrid, in a statement.

The campaign is the first work from David Madrid for Activision. The WPP shop (Ad Age's 2022 International Agency of the Year) previously worked with Activision CMO Fernando Machado when he was at Burger King parent Restaurant Brands International.



Mar 17, 2022
Client :
Agency :
Global CCO :
Pancho Cassis
Global COO :
Sylvia Panico
Executive Creative Director :
Saulo Rocha
Executive Creative Director :
André Toledo
Copywriter :
Guilherme Pinheiro
Art Director :
Pedro Gabbay
Art Director :
Rafael Ochoa
Art Director :
Camilo Jiménez
Illustrator :
Fabio Vido
Illustrator :
Pedro Gabbay
Illustrator :
Rafael Ochoa
Global PR Director :
Sandra Azedo
Head of Production :
Brenda Morrison Fell
Head of Production :
Alejandro Falduti
Producer :
Thiago Zveiter
Producer :
Santi Lardín
Editor :
Cristian Migueliz
Head of Account :
María García Herranz
Account Supervisor :
Irene León
Head of Global PR :
Sandra Azedo
Fernando Machado
Pelle Sjoenell
Digital Marketing :
Oliver Cook
Product Management :
Joyce Chang
PR :
Katy Marshall
Board Production :
Bait Shoppe
Creative Lead :
Evan Starkman
Lead Producer :
Remy Groh
Content :
Keith Brady
Fabrication Lead :
Remy Groh
Design :
Madelyn Veller
Account Support :
Alyson Galuppo
Film Production :
900 Films
Director :
Jared Prindle
DP :
Cameron Sanchez
Production - Coordinator :
Galina Cooper
Gaffer :
Chris Andrus
Key Grip :
James Allen
Swing :
Dylan Melly
VTR/Stream :
Rico Molder
Prell Chaurusanti
Location Manager :
Cierra Xavier
PA :
Alim Ahamad
Boards Still Image Production :
The Producer
Photographer :
Davit Ruiz
Executive Producer :
Irene Paz
Producer :
Leti Duarte

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