NICK MICALE

The Super Ticket Scratchers is an 8 1/2 X 12" piece of paper worth a million bucks. It's also CA Lottery's biggest ticket ever. To promote it, we created a spot that turns the every day moment of buying a Scratchers ticket into an epic experience. And supported it with an integrated campaign, which got people really itching to scratch the surface of something bigger.

The ticket sold so well (even selling out in some locations), California Lottery extended the campaign.

We created content videos for our social channels shot from the perspective of someone’s first sighting of the gargantuan ticket. These videos provided California Lottery with their greatest social impressions to date.