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.
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North Carolina Lottery
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