Ami Lewis

California Lottery
Lucky For Life Scratchers

Lucky For Life Scratchers Launch Campaign
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Most lotteries pay out a lump sum, but CA Lucky for Life pays out weekly - a format unfamiliar to most consumers. So we gave players a glimpse into the adventures of what getting paid every week would lead to. Winning $5000 a week for 25 years will change a person. It will also change a dummy.

Lucky For Life Scratchers Launch Film

Social Media

We took over CA Lottery's Facebook page for the duration of the campaign. We created an introduction video by Tommy, our dummy, and continuously posted photos of his adventures living the lucky life. A rich media banner on various websites accompanied the effort showing a preview of his photos and pushed people to the Facebook tab.

Facebook Campaign takeover with Tommy and his adventures after winning.Large purple billboard on freeway. Headline reads: Live the Lucky Life. Win $5000 a week for 25 years. Visual of Scratchers ticket. A purple bus shelter poster. Headline reads: A Once-in-a-lifetime win. Once a week. Visual of Scratchers tickets.A purple bus shelter poster. Headline reads: Enjoy 7-day weekends. Visual of Scratchers tickets.
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Los Angeles, Calif. 2023