Two state lottery commissions are taking different tacks in new campaigns.
Missouri Lottery and creative agency Barkley are miniaturizing iconic destinations, such as Serengeti National Park in Tanzania and the Australian Outback, to support the "big" adventure trips people can win this summer with the Lottery's “second chance” drawing.
The clever creative places guinea pigs in zebra costumes while a Chihuahua dressed as a kangaroo pretends to eat a plastic
shrimp on the BBQ.
“A Little Taste of Big Adventure” spots run on broadcast and cable in local markets as well as on social channels. The campaign also includes radio spots that feature boomerangs at baseball games, and bison stampeding through the streets of St. Louis toward its famous arch.
"Winning a trip to an exotic locale can be hard to imagine, so we decided not to depend on people's imaginations,” says Katy Hornaday, executive creative director, Barkley. “We built these teeny adventures to get every Missourian a little closer to their dream getaway."
Moving westward, the California Lottery seeks to assure Californians "that no dream is too big, too small or too out there."
Created by David&Goliath (D&G) — in collaboration with Horizon Media, Inc., Casanova//McCann, Time Advertising, Muse Communications and Alcone Marketing Group — the integrated campaign is based on stories of Californians using their SuperLotto Plus (SLP) winnings to realize their dreams, such as giving back to their family or starting their music career.
Each tale is inspired by ethnographies that D&G conducted in over a dozen towns across the state. Later in the year, CA Lottery will launch 30-second vignette spots that focus on these individual stories.
“At its core, this campaign is all about embracing a very simple truth, that Californians, by nature, are dreamers. It’s about captivating that spirit and reassuring them that whatever their dream is, this is the State of opportunity, where anything is possible," stated David Angelo, founder and chairman, D&G.
The bilingual effort includes TV outdoor, print, digital, social and radio.