Bryan Carroll
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Luck Has a New Look

California Lottery
Lady Luck with a Twist

Lady Luck with a Twist

The Black Scratchers ticket looked completely different from a typical brightly colored Scratchers game. This distinct visual quality provided an opportunity to create a campaign with a dramatic sense of style and an edgy attitude that would give the Lottery brand, as a whole, more cachet and appeal to a younger audience and attract a new generation of players. Directors: Augusto Zapiola & Rafael Saubidet

Luck On the Move

Luck On the Move

We produced mobile billboards covered in tactile black four-leaf clovers and set them loose on Los Angeles. Working with a local radio station, we let listeners know about the truck. If they spotted it and tweeted to the Lottery they could win Scratchers tickets and if they were lucky, a lot more.

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