Illinois Lottery Design & Branding SCREAM by Energy BBDO Chicago


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Industry Lottery & Gambling
Media Design & Branding
Market United States
Agency Energy BBDO Chicago
Art Director Tim Mikus
Copywriter Joe Demarco
Photographer Saverio Truglia
Released September 2010

Credits & Description

Category: Design Photography
Date of First Appearance: Sep 27 2010
Entrant Company: ENERGY BBDO, Chicago, USA
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Group Creative Director: Grant Tennison (Energy BBDO)
Art Director: Tim Mikus (Energy BBDO)
Copywriter: Joe DeMarco (Energy BBDO)
Print Producer: Heather Beck (Energy BBDO)
Art Producer: Laura Feeney (Energy BBDO)
Photographer: Saverio Truglia
Retoucher: Doug Stanley (Energy BBDO)
Account Director: Nicole Torrillo (Energy BBDO)
Media placement: Window Cling - C-Store, Large Grocery Or Super Market, Liquor Stores, Restaurants/bars - September 27, 2010
Media placement: Gas Pump Topper - Area Gas Stations - September 27, 2010

Describe the brief from the client
The Halloween Millionaire Raffle is a lottery game that gives players the best odds to win up to $1,000,000 because it has only a limited number of tickets available. The client asked us to create a campaign that would not only drive ticket sales, but drive a ticket sell-out.

Describe the challenges and key objectives
The campaign objective was to sell out 100% of raffle tickets during a one-month drive period and was targeted primarily at occasional players 18 and older, which have no predictable Lottery playing behavior and only play when the mood strikes. We had to catch their eye and convince them to pay attention to us.

Describe how you arrived at the final design
The campaign dramatizes the thrill and shock of winning the Millionaire raffle grand prize in a way that incorporates Halloween style imagery (screams) in a fresh way. In these executions it’s the shock, surprise and happiness associated with winning, not screams of fear associated with ordinary Halloween imagery. The distressed look pays homage to classic noir movie poster style and design.

Give some indication of how successful the outcome was in the market
We hit our goal of selling out completely within the allotted campaign time frame. Historically, this has been very rare.