• by Fern Siegel , March 29, 2024

The Florida Lottery is going to extremes.

Specifically, its new social-first campaign, “Scratching Series XTREME,” features people playing the new X The Cash games at high speeds to emulate the thrill of game play.

The campaign is by longtime agency of record PPK and shot at Tampa’s new Motor Enclave, an F1 architect-designed race track. It collected raw, unscripted footage of tickets being scratched at 140 mph. The result is a vlog-like production.

The work runs on Meta platforms Facebook and Instagram to reach new audiences. More content will be released throughout the month.

PPK took a new approach. Rather than a spot shoot for TV and resize for social, the unscripted social-first approach dominates. To optimize cross-platform use, the content was crafted into 10 videos, most featuring two screen-friendly sizes. Some were created specifically for IG Reels, others for Facebook.

The Florida Lottery has aided Florida schools and students through its contributions to the state’s Bright Futures Scholarship Program.

The agency's work includes the Bare Naked Kitchen, Black Stock Footage and the Rose Dynasty Foundation.