North Carolina Lottery
Intro
Who is Lucky
Keno Multiplier Thrills: This campaign was built around a literal interpretation of the game’s name. Instead of using metaphor or subtle emotion, we chose to visualize the idea of “thrills multiplying” as directly — and ridiculously — as possible.
The spot stacks high-stakes scenarios on top of each other in rapid succession. Each layer exists purely to exaggerate the premise. One thrill wouldn’t be enough — this is what it looks like when they multiply.
The tone leans into action-movie parody not just for entertainment, but to make the idea universally understood. And when you push it far enough, it becomes funny — and unforgettable.
Lucky: This campaign was built on a powerful emotional idea: give the gift of dreaming to someone who deserves it. Scratchers are often sold as last-minute gifts — stocking stuffers with a “why not?” mentality. But behind that, there’s a deeper emotional opportunity: to position the act of giving a lottery ticket as a gesture of care.
By positioning the scratcher as an expression of gratitude, the campaign made it more than a holiday gift. It became a tool for emotional reciprocity — for returning care with possibility. That’s what makes the story resonate: not that a dream comes true, but that someone who gave so much was finally given the chance to dream.
Advertising Campaigns
North Carolina Lottery
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