award of merit
jill@cactusinc.com
In the dead of a midwestern winter, the tendency is to hunker down and retreat into quiet, solitary activities. For the Hoosier Lottery, the challenge was to disrupt this seasonal hibernation and generate fresh energy for the launch of the 7s Family of Scratch-offs.
We needed to transition the brand’s "Champions of Play" platform from a broad philosophy into an urgent, infectious invitation that would break through the February doldrums and motivate players across Indiana to seize the moment.
The strategy centered on the concept of "irresistible play." Rather than just showing the product, we wanted to capture the frantic, joyful kinetic energy that the news of a new 7s launch inspires. We positioned the lottery not just as a game, but as a catalyst that pulls people out of their routines—puzzles, takeout, and indoor chores—and back into the excitement of the world.
The centerpiece of the campaign, a broadcast spot titled "Come Out to Play," features characters literally dropping everything at the mere mention of the new games. From a woman flipping a puzzle off a table to neighbors jumping through windows in a cinematic rush, the creative was designed to wrap the viewer in the same high-stakes fun as the characters.
To drive deeper digital engagement, we extended the theme into an interactive gem-matching game exclusive to myLOTTERY members, supported by a full-scale OOH and digital campaign that ensured the invitation to play was unmissable across every touchpoint.
