OKRP Goes for the Heart in New Lottery Holiday Campaign

 

By The Chicago Egotist / /

OKRP has built a strong portfolio of work that uses humor and fun to make us laugh out loud.  It even believes that “laughter is the best communication strategy.” Think Groupon, Big Lots, Gildan and more. Even its early work for Illinois Lottery took a funny turn. Which is why its holiday campaign for the Lottery is such a wonderful surprise. It goes for the heartstrings in an integrated push that urges all to “Give the Gift of Possibilities.”

The seven-week campaign shows that the gift of a lottery ticket can help reveal a deeper connection between two people. In the launch commercial, a grandfather hands out cards to family members, each one with a message that recognizes the specific wishes of the recipient. For a granddaughter, the card includes a handful of lottery tickets with a note that reads “I hope you can go on the honeymoon of your dreams.”

A similar campaign features a Spanish-speaking family with the cards coming from the abuela.

“We wanted to create an emotional message for the holidays and saw an opportunity to show how gifting lottery tickets could be a true expression from the heart,” explained Harold Mays, Acting Director of the Illinois Lottery. “We demonstrate how a lottery ticket is about more than winning and how it can represent a real personal touch from the giver.”

The campaign includes nearly 300 pieces of content across a wide range of channels including English and Spanish language broadcast, digital, point of sale, out of home, social and more.

Bob Jensen, Group Creative Director at OKRP, notes how the campaign contrasts with other marketing during holiday time. “We wanted to focus on the power of giving. The ads are about the desire to give more, to go beyond what your family wishes for and give what you wish for them.”

The television and video ads, which began airing on November 12, feature real families to create authentic connections. OKRP also created a series of crafting videos that show how holiday lottery tickets — with themes like Twelve Elves, Candy Cane, Holiday Cash and more — can be used to create wreaths, holiday trees and add a personal touch to place settings, gift packages and bottles.

In another piece of digital content a Chicago Bulls jersey gets wrapped in a box with lottery tickets and the copy reads “give a Bulls jersey… and maybe great seats.” In-store displays will feature the crafting ideas created as part of this campaign, and special bottle hangers and gift envelopes will also be available at retail stores while supplies last. In addition, an influencer campaign will be launched closer to the holidays with influencers posting their own versions of Lottery craft designs.

The new campaign by the Illinois Lottery was created in partnership with Camelot Illinois, the Lottery’s private management company, and with O’Keefe Reinhard & Paul, the Lottery’s advertising agency. The new holiday marketing campaign will appear throughout Illinois.

Illinois Lottery Creative & Production Credits

CLIENT

Camelot Illinois/Illinois Lottery                             

200 W. Jackson

Chicago, IL 60606

 

AGENCY

O’Keefe Reinhard & Paul                                      

208 S. Jefferson St, Suite 101

Chicago, IL 60661

 

CCO                                                                             Matt Reinhard

Executive Producer                                                  Scott Mitchell

Group Creative Director                                          Bob Jensen

Group Creative Director                                          Dave Petti

Associate Creative Director / Copywriter            Madison Jackson

Associate Creative Director / Art Director          Danae Belanger

Art Director                                                                Danny Weilandt

Art Director/Designer                                              Danny O’Donnell     

Creative Director                                                       Susan Graan

Management Director                                              Brenda Donahue

Producer                                                                     Austen Williams

Executive Creative Director                                    Tim Rawls

Director of Brand Strategy                                      Nate Swift

Head of Communications, Planning                     Dan Cornell

Director, Production Business Affairs                  Katie Johnson

 

 

PRODUCTION COMPANY

Fiona Media Co.

180 Varick street, Suite 1214

New York, NY 10014

 

Director                                                                      Theresa Wingert                  

Executive Producer                                                  Alex Carone

EDITORIAL & VFX

Framestore                                                               

820 W Jackson Blvd

Suite 750

Chicago, IL 60607

 

Executive Producer                                                  Larissa Berringer

Producer                                                                    Cat Pavitt

Creative Director                                                      David Mellor

Senior Editor                                                             Jill Dugan

Assistant Editor                                                        Adam Bruno

 

TELECINE

Framestore                                                               

820 W Jackson Blvd

Suite 750

Chicago, IL 60607

 

Colourist                                                                   Edwin Metternich

Colour Assist                                                            Clark Griffiths

 

 

SOUND DESIGN & MIX

Chicago Recording Company

232 E. Ohio

Chicago, Il 60611

 

Engineer                                                                    Mark Ruff

Asst. Engineer                                                          Jason Hoban

Executive Producer                                                  Rose Razal

 

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