The holidays are quickly approaching and let’s be honest, they can often feel like an affliction. Most of us are probably even allergic to them and don’t know the signs… The Mass. State Lottery is here to help by hyperbolizing what we hate about the holidays in a new holiday campaign that will get you laughing.
The campaign, which launches on November 19 in partnership with agency AOR Connelly Partners, dramatizes the very real stresses of the holidays, especially holiday shopping, and brings us hope: Giving Instant tickets from the Mass. State lottery will get you back in the spirit, cure holiday fatigue, and make you the hero of the holidays.
We’ve all been there, long gift lists, difficult people to shop for, waiting until the last minute, budgets, and crowds. Here’s an idea: spend less time stressing about shopping and more time enjoying the company of friends & family. An Instant Ticket is the gift that goes well with pretty much anything and provides a fun and exciting diversion from life’s monotony.
The goal of the campaign is to increase instant tickets (scratch tickets) and season ticket sales during the 2018 holiday season. The campaign includes broadcast, digital, social (including some fun Snapchat ads and filters) and OOH content.
This work stands out from other Lottery campaigns because it appeals to the psychology of the buyer by positioning the Mass. State Lottery as a solution to their holiday shopping (in a tongue in cheek way), rather than talking about what you can buy for others.
Film advertisement created by Connelly Partners, United States for Massachusetts State Lottery, within the category: Gaming.
Chief Creative Officer: Alyssa Toro
Group Creative Director: Sid Murlidhar
Associate Creative Director / Copywriter: Michelle Ellis
Senior Art Director: Anna-Ruth Watts
Executive Producer: Barry Frechette
Producer: Lauren Lukacsko
Media Director: Michelle Capasso
Senior Media Buyer: Chris Corrado
Assistant Media Planner: Kevin Haley
Brand Director: Dana Wantman
Account Director: Hillary Williams
Brand Supervisor: Kelley Bolte
Senior Brand Manager: Emma Roehlke
Production Company: Sweet Rickey
Director: Brett Karley
DoP: Aaron Phillips
Executive Producer: Vanessa Macedo Lonborg
Producer: Scott Burtnett
Editorial Company: EDITBAR
Editor: Michael Reuter
Executive Producer: Phoebe Cole
Producer: Maggie Flatley
Sound Engineering: Soundtrack