Illinois is Full of Winners
One of the greatest challenges a brand like the Illinois Lottery faces, is gaining consumer understanding of the role and impact the Illinois Lottery has on the state and its education systems. Once we helped the brand evolve their positioning, we created a campaign that took on the challenge of driving more play and showing consumers that the Illinois Lottery is a brand that champions the people of Illinois.
‘Illinois is Full of Winners’ became the brand platform and tagline for all creative work across instants and draw games. When bringing it to life for the instants category, the winners theme played off the immediacy of the product–highlighting that with instant tickets from the Illinois Lottery, anyone can win in an instant.