With no previous lottery experience, I lead the initial pitch (and the second pitch 5 years later as well, government client and all) to win the New Jersey Lottery business. Sandwiched between two media markets, New York and Philadelphia, the New Jersey Lottery was struggling to get noticed and connect with their most important audience, young adults. Overall sales were flat and even worse for the huge category of instant games.
We created a uniquely Jersey brand identity that embodies the quirky, can-do attitude of the state. “Anything can happen in Jersey” (a tagline I wrote) is a master platform that allows each game to have its own voice while also elevating the entire portfolio. The platform has grown
even stronger over time with a new generation of game launches, the broadened appeal of
draw games and the rebranding of instant games as Scratch-Offs.
As of EOY 2021, the New Jersey Lottery posted a record $3.68 billion in sales, the highest in lottery history and $1 billion more than when we took over the account in 2014. We have also won many awards over the years including a Telly Award, a boat load of NJ Ad Club Awards and a Radio Mercury Award. In 2016 and 2018, the New Jersey Lottery received the Fleurry Award as the Best Creative in North America as voted the Lottery Industry.
The Scratch-Offs Division
In 2018, we were assigned the task to come up with a campaign that could encompass any new scratch off card launch. Previously, we only did one-off campaigns for each new card.
So my partner and I came up with The Scratch-Offs Division, a fictional division of co-workers (similar to the show "The Office") who would serve as the team to present the new scratch-offs they "created". The campaign continues today and has been highly successful and versatile for our client with record sales every year.
Teaser Billboard
NJ Lottery-Scratch Offs Division TV
Introductory Facebook Carousel
Holiday Banner Ad
Holiday Billboard
Billboard
NJ Lottery Multiplier Family TV & Social
Multiplier Billboard
Cash Pop
We received an unusual assignment in 2019. The NJ Lottery was working on a new draw game the would appear in bars and retailers and not only did they ask us to do the ad campaign, but they assigned us to help them create the entire game! With only the name, and how to play the game, I oversaw the creation of the logo, the look and animation of the game board plus the entire campaign to launch this new game. Cash Pop! has been a great success form day one and certainly endless fun creating new work for the game.
NJ Lottery-Cash Pop! TV & Social
C-Store Poster
Static Social Post
Banner Ad
Billboard
Quick Draw
Another draw game that is played in bars and retailers, Quick Draw is yet another successful game that we helped launch from it's inception. It is a challenging game to advertise, but we have had a lot of success with this brand and a lot of great creative work. And with the first spot on the reel below, we answer the age-old question: "What do you do if a bear walks into the bar while you are playing Quick Draw?"
NJ Lottery-Quick Draw TV & Social
Billboard
50th Anniversary
For the New Jersey Lottery's 50th Anniversary in 2020, we were asked to put together a year-long campaign celebration. In addition to helping to create and oversee a full year, 360 campaign and new logo, I designed the idea and the Cashnado (and I also had it built with a company in England!) for the kick-off celebration at the Bridgewater Commons Mall depicted in the video below.
NJ Lottery 50th Anniversary
