Peach
Hobby home page
liahome
Soundlounge
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Illinois Lottery Campaign Goes for the Heart This Christmas

Creative 431 Add to collection

Ad agency O’Keefe Reinhard & Paul launches holiday spots in partnership with Camelot Illinois

Illinois Lottery Campaign Goes for the Heart This Christmas

The Illinois Lottery is focusing on the joy of thoughtful giving in its new holiday marketing campaign that includes nearly 300 pieces of content across a wide range of channels including English and Spanish language broadcast, digital, point of sale, out of home, social and more.

The new campaign by the Illinois Lottery was created in partnership with Camelot Illinois, the Lottery’s private management company, and with O’Keefe Reinhard & Paul, the Lottery’s advertising agency.



The seven-week campaign brings to life the holiday tagline 'Give the Gift of Possibilities', showing that the gift of a lottery ticket can help reveal a deeper connection between two people. In the launch commercial, a grandfather hands out cards to family members, each one with a message that recognises the specific wishes of the recipient. For a granddaughter, the card includes a handful of lottery tickets with a note that reads 'I hope you can go on the honeymoon of your dreams'. A similar campaign features a Spanish-speaking family with the cards coming from the abuela (grandmother).

“We wanted to create an emotional message for the holidays and saw an opportunity to show how gifting lottery tickets could be a true expression from the heart,” explained Harold Mays, acting director of the Illinois Lottery. “We demonstrate how a lottery ticket is about more than winning and how it can represent a real personal touch from the giver.”



Bob Jensen, group creative director at OKRP, notes how the campaign contrasts with other marketing during holiday time. “We wanted to focus on the power of giving. The ads are about the desire to give more, to go beyond what your family wishes for and give what you wish for them.”

The television and video ads, which will began airing on November 12th, feature real families to create authentic connections. OKRP also created a series of crafting videos (Wreath) (Place Setting) (White Elephant) that show how holiday lottery tickets — with themes like Twelve Elves, Candy Cane, Holiday Cash and more — can be used to create wreaths, holiday trees and add a personal touch to place settings, gift packages and bottles.



In one short video, a Chicago Bulls jersey gets wrapped in a box with lottery tickets and the copy reads “give a Bulls jersey… and maybe great seats.” In-store displays will feature the crafting ideas created as part of this campaign, and special bottle hangers and gift envelopes will also be available at retail stores while supplies last. In addition, an influencer campaign will be launched closer to the holidays with influencers posting their own versions of Lottery craft designs.

The new holiday marketing campaign will appear throughout Illinois.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Post Production / VFX

Colour Assistant: Clark Griffiths

Colourist: Edwin Metternich

Telecine: Framestore

Production Company

Director: Theresa Wingert

Executive Producer: Alex Carone

Production Company: Fiona Media Co.

Creative Agency

Art Director: Danny Weilandt, Danny O’Donnell

Associate Creative Director: Madison Jackson, Danae Belanger

Brand Strategy Director: Nate Swift

Business Director: Katie Johnson

Chief Creative Architect: Matt Reinhard

Creative Agency: O'Keefe Reinhard & Paul

Creative Director: Susan Graan

Executive Creative Director: Tim Rawls

Executive Producers: Scott Mitchell

Group Creative Director: Bob Jensen, Dave Petti

Head of Planning: Dan Cornell

Managing Director: Brenda Donahue

Producer: Austen Williams

Genres: People, Storytelling

Categories: Gambling, Sports and Leisure

The Marketing Standard, Mon, 19 Nov 2018 16:09:45 GMT