AGENCY: McCann Erickson
CLIENT: California State Lottery
YEAR: 2010
ROLE: Art Director
McCann Erickson recently pitched for a 5 year contract account with California State Lottery. Because of the richness and depth of thinking from McCann we were able to make it to the final round. Unfortunately, we did not win the business but many interesting ideas and concepts were developed during the 6 month pitch process.
Working with the strap line “The Signs are Everywhere“ we developed a mix of simple retail tactics, unexpected rich-media solutions and attention-grabbing experiential activations.
Specific examples include a mobile app that allows users to snap photos of everyday objects and determine if they are a “lucky sign“ and learn about the particular culture it is relevant to. By using misting machines placed strategically outside of convenience stores we create actual rainbows directing traffic to the stores entrance and additional messaging. As a large experiential stunt we cover public commons with recognizeable symbols of luck such as a field of clovers in the middle of union square. Penny trays branded and presented as lucky pennies would resignate at the point of sale. Digital banners that when activated could pull “lucky phrases“ and “lucky symbols“ from articles and via the use of directional sound at bus stations we could present traffic with the actual voice of lady luck.
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