Team USA

Cactus, the Denver-based agency that specializes in consumer behavior change, has been named Hoosier Lottery’s AOR for brand strategy, integrated creative campaigns, and media planning/buying.

The first campaign from the partnership, “Team USA,” celebrates core pillars of American culture: sports and social celebrations.

Timed with the upcoming Olympics (and Olympic Swim Trials in Indianapolis), this campaign encourages Hoosiers to tap into the spirit of the Olympics and “get your game on” by purchasing Hoosier Lottery’s Team USA products.

At the heart of the campaign is a :30 spot titled “Join the Team,” which opens at the Olympic swimming trials where Rick is filling in for “Michael”...

Rick, casually snacking on a bag of chips, lets his neighboring competitor know that with the new Team USA Scratch Off and Fast Play games, he’s going for the gold!

The race starts and Rick enters the pool with a cannonball, a juxtaposition next to the professional dives the other swimmers execute demonstrating that any Hoosier can get in the games with the Team USA offerings from the Hoosier Lottery.

The work launches on 7/22 and will run regionally in Indiana across digital, OOH, social, TV, POS, radio, web, email, display, and sponsorship/stadium.

Cactus has a long history with the lottery sector as one of the top agencies for that sector. It currently holds AOR/lead agency titles for two other state lotteries: Colorado and North Carolina.

Since its inception in 1989, Hoosier Lottery proceeds have contributed more than $7 billion to worthy causes across the state of Indiana, including local police and firefighters’ pensions, the Teachers’ Retirement Fund and the Lottery Surplus Fund.