Missouri Lottery Gives Back to The Kids

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.

 

 

Credits

 

Chief Creative Officer: Don McKinney                                    

Executive Creative Director: Steve Spencer / Paul Behnen                                           

Art Director: Julie Sikonski                                                                           

Copywriter: Spencer Bergstrand                                                                                              

Producers: Bruce Montgomery / Terry Nichols

Group Account Leader: Jason Parks        

Sr. Account Planner: Chris Cardetti          

Account Director: Rachel Julo    

Account Manager: Emily Johnson            

 

Production Company: Gitchigumi                                                                                                            

Director: Harry Patramanis                                                                                          

Director of Photography: Doug Chamberlain                                      

Executive producer: Terry Montgomery                                                                                               

Line Producer: Kathie Krieger                                                                                    

 

Radio Production: Evolution Audio                                                                                          

Engineer: John Blank                                                                                                     

 

Editing House: Take2                                                                                                     

Editor: Jane Zander                                                                                        

Producer: Ethan Downing                                                                                                           

Music House: Liquid9                                                                                    

Composer: Patrick Meagher                                                                                      

Producer: Ann Stranghoener                                                                                     

 

Sound Design: Evolution                                                                                                              

Sound designer: John Blank