Michigan Lottery

Creative Direction, Art & Video Direction, Strategy, Storyboarding

Michigan is one of only a handful of states whose lottery division offers online play, and as such, they needed to get the word out about this unique gaming opportunity for their residents. They tasked Ostrom Creative with concepting two large-scale digital video campaigns to let Michiganders in on all the benefits of online gameplay—from the convenience of playing any time, anywhere to the thrill of that big win notification.

C’mon, Let’s Play!

Winning Moments

c’mon, let’s play!

Play Michigan Lottery online any time, anywhere.

This video-based campaign sought to promote the ease and portability of accessing the Michigan Lottery and all its games and tools through its convenient mobile app.

Popular, recognizable game characters appear larger-than-life in everyday scenarios where players might find themselves with downtime: navigating the airport with friendly fuzzballs, riding the bus with the Queen of Diamonds, or even putting off their chores with the King of Clubs.

The campaign took the form of a full :30 animated spot, a series of three :15 spots, and :06 bumper ads on YouTube, Hulu, and other digital outlets with promo code versioning. Additional assets included a series of animated digital display banners as well as paid social promotion.

Still image from C'mon, Let's Play video showing fuzzball characters on xray belt at airport

Still image from C'mon, Let's Play video showing King of Clubs spraying blue cleaner on screen

Still image from C'mon, Let's Play video with Queen of Diamonds riding the bus

Still image from C'mon, Let's Play video showing all lottery characters in an open elevator

winning moments

“It’s real, Terry! It’s real!”

When you play Michigan Lottery online, you never have to worry about a lost ticket. Just ask Tammy, a real million-dollar winner!

Michigan Lottery came to us with an audio recording of a phone call notifying our winner that her Powerball ticket hit the jackpot and was looking to craft a campaign utilizing that “Winning Moment.”

The campaign took the form of a full :30 animated spot, an expanded :40 version, and :06 bumper ads on YouTube, Hulu, and other digital outlets with promo code versioning. Additional assets included a series of animated digital display banners, paid social promotion, and a custom landing page.