- Cactus, the Denver-based agency that specializes in consumer behavior change, has been named Hoosier Lottery’s AOR for brand strategy, integrated creative campaigns, and media planning/buying.
- The first campaign from the partnership, “Team USA,” celebrates core pillars of American culture: sports and social celebrations.
- Timed with the upcoming Olympics (and Olympic Swim Trials in Indianapolis), this campaign encourages Hoosiers to tap into the spirit of the Olympics and “get your game on” by purchasing Hoosier Lottery’s Team USA products.
- At the heart of the campaign is a :30 spot titled “Join the Team,” which opens at the Olympic swimming trials where Rick is filling in for “Michael”…
- Rick, casually snacking on a bag of chips, lets his neighboring competitor know that with the new Team USA Scratch Off and Fast Play games, he’s going for the gold!
- The race starts and Rick enters the pool with a cannonball, a juxtaposition next to the professional dives the other swimmers execute demonstrating that any Hoosier can get in the games with the Team USA offerings from the Hoosier Lottery.
- The work launches on 7/22 and will run regionally in Indiana across digital, OOH, social, TV, POS, radio, web, email, display, and sponsorship/stadium.
- Cactus has a long history with the lottery sector as one of the top agencies for that sector. It currently holds AOR/lead agency titles for two other state lotteries: Colorado and North Carolina.
- Since its inception in 1989, Hoosier Lottery proceeds have contributed more than $7 billion to worthy causes across the state of Indiana, including local police and firefighters’ pensions, the Teachers’ Retirement Fund and the Lottery Surplus Fund.
- You can view the work HERE. Quotes and credits from Cactus and Hoosier Lottery can be found below.
QUOTES
“The Hoosier Lottery is one of the best-run state lotteries in the U.S. and we are honored to join their team to build brand awareness while driving proceeds for Hoosier Heroes and other important state initiatives,” said Joe Conrad, Founder & CEO of Cactus. “Hoosiers love their hometown sports, from professional to local teams. To celebrate the launch of the new Team USA Scratch-off and Fast Play games coinciding with the Paris Olympics, we’ve developed a campaign to connect Hoosiers to the action and spirit of the games from home. Our spot features a hilariously relatable guy filling in for an Olympic hopeful thanks to his Team USA games from the Hoosier Lottery—proving you don’t have to be on the team to get in the games.”
“We are excited to work with Cactus, an agency with years of experience working in the lottery industry,” said Sarah M. Taylor, Executive Director of the Hoosier Lottery. “We hope our players enjoy the fun and creative ticket campaigns, all while playing responsibly.”
- CREDITS
- Cactus
- Joe Conrad, Founder and CEO
- Shea Tullos, Group Creative Director
- Jen Arnold, Creative Director
- Danielle Reino, Account Director
- Chris Shewmake, VP, Comms and Media
- Ethan Nosky, Content Strategist
- Stacey Trunnell, Group Strategy Director
- Rob Troller, Assoc. Brand Strategy Director
- Fiona Koshy, Associate Brand Strategist
- Sarah Berkheimer, Design Director
- Torrie Eberhard, Project Manager
- Rian Rosado, Account Supervisor
- Mary Bolton, Account Manager
- Matt Stontz, Media Director
- Alex Hyland, Media Supervisor
- Joey Spearman, Senior Copywriter
- Spencer Beuerle, Senior Art Director
- Ben Klein, Art Director
- Storm Sternad, Copywriter
- Stephen Hausrath, Production Design Manager
- Fran Desantiago, Content Designer
- Martha Douglas, Executive Producer
- Annie Carney, Executive Producer
- Ben Micek, Video Content Specialist
- Tyler Hearn, Senior Digital Production Supervisor
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