Concept/Purpose of the Work:
Every year the Minnesota Lottery offers a suite of holiday-themed scratch games that are perfect for adult stockingstuffers. However, during a pandemic, and in the midst of another state lockdown, the lottery opted not to create hardsell messaging that could seem insensitive or tone deaf. Instead, we created a heartwarming animated story that captured the sentiments of many Minnesotans. People who may have felt isolated or were missing the need to connect with the ones they love. It was a story of finding unique ways to spread joy.
Results of the Work:
Even though no products were shown in the video, the lottery experienced record-breaking scratch game sales.
How the Work Was Delivered to the Masses:
The video was promoted on social. Short teasers, or trailers, were created for preroll and GSTV to dive traffic where the full video played—and where people could learn more about the suite of holiday scratch games.
Designer/CD: Nicole Meyer
Writer/GCD: Scott Dahl
ECD: Heath Pochucha
Producer: Katie Derheim
Project Manager: Jack Lunt
Animation: Gasket Studios