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
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.