'Play It Forward' was directed by Harry Patramanis
In an effort to create awareness for a greater mission and change perception – Kansas City-based Barkley, the nation’s largest employee-owned integrated advertising agency, today launched a new campaign for The Missouri Lottery.
This state-wide campaign, “Play It Forward”, which will run for four-weeks starting today is centered on education; education of Missouri’s youth and of where the lottery money actually goes - 26.4 cents from every dollar of players’ tickets go to the state for education. Barkley used TV, print and radio elements to convey that message and ultimately attract new players while still appealing to the lottery’s veteran players. EVERYTHING is Missouri-based – from Barkley’s influence to the creation of the TV spots which were recorded at the Blue Springs elementary and high school. All of the talent is from Missouri. And even the background music was a collaborative effort between Barkley and students at UMKC.
In order to stay relevant and extend their target, Barkley felt it was important to communicate the lottery’s mission on a much higher level than done in the past. Research showed that younger generations make decisions about products they support/consume, based on the footprint that the organization/product makes on the world - whether that be the environment or a social cause. And, Track and Trend research has shown that most Missourians have no idea where our money goes.
In keeping with Barkley’s own agency philosophy of “Add Good to The World,” this campaign was directly in the agency’s wheelhouse.
Chief Creative Officer: Don McKinney
Executive Creative Director: Steve Spencer / Paul Behnen