Lottery games can be complex products to explain to both current and potential players. Since Millenials over-indexed as being "receptive to humor" during our segmentation study, we decided this was a simple way to reach these potential players.
Create a funny and informative video for the Illinois Lottery's popular daily draw game. I developed a daily workout parody that aimed to attract younger players. I pulled together my contacts and snagged an improv colleague, a director friend and secured the perfect location to bring our shoot to life.