MA STATE LOTTERY

THE STATE OF WINNING

BILLION WITH A BIG “B”

The goal of this campaign was to repositioned the lottery as altruistic centerpiece to the local government. By doing so, we significantly shifted their overall brand perception and likeabiliy.

Everyone knows the Lottery gives away millions in prizes to players. But few people understand the Lottery also gives a billion dollars every year to the cities and towns of Massachusetts in the form of unrestricted local aid. A billion-dollar is a lot of money. We know. We put a billion dollars in the heart of Copley Square.

CD: Nick Bontaites CW: Sid Murlidhar AD: Carissa Mak AD: Anna-Ruth Watts

Recognition: Ads of the World

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