The Challenge: Show Minnesotans how lottery proceeds, including those from the new Go Fish Scratch Game, benefit the state's natural resources.
Concept: A day on the water is always a win. The thrill of the catch is more important than the catch, whether you’re on the water or playing a scratch game. And with lottery proceeds going to keep Minnesota’s waters pristine and fresh, that’s a big win. So, Go Fish.
Out of Home
Video - Broadcast + Digital
Typographic Organic Social
The lottery's I'MN wordmark is almost as iconic as the loon. Here, we map out how saying I’MN is a win in the style of depth charts used by anglers to track down their most epic catch yet.
In Collaboration With...
Periscope - Agency
Scott Dahl - Group Creative Director
Caleb York - Copywriter
John Pesavent - Producer