WASHINGTON’S LOTTERY BRAND
I'm not really sure what's brand and what's product when it came to working on the Lottery. We just had fun with the product(s). And that pretty much defined the brand.
But then, it's not all that easy, you see, when the client summons you and says "I want a brand campaign", you're like, "A what?".
Weeks later, we answered the challenge with a tantalizing platform that hovered around some sort of whimsical philanthropy. We thought it was charming...actually, WTF.
Here’s the TV spot that kicked off the campaign. (Before we got kicked off and the client went to another agency for reasons of commerce. Where the campaign continues. The irony.) Throughout the making of the spot, I kept grumbling "Not the best of production" till it annoyed. Though on hindsight, that’s what made the spot?
GUERILLA STICKERS that so, very, heavily, borrowed interest. And nearly invited litigation.
Not part of the same campaign...PRINT, POSTERS that capture the euphoric and kaleidoscopic emotional experience of the moment of a lottery win. Copy line: The moment of win.
"The moment of win" DIGITAL BILLBOARD at the Seattle Seahawks stadium during game days.