Everyone has heard the stories of lottery winners suddenly discovering long-lost friends and distant relatives. The South Carolina Education Lottery (SCEL) is putting a playful spin on that familiar phenomenon with its new “Friends Grow” campaign, which humorously imagines how even modest lottery wins can lead to an unexpected expansion of one’s social circle. Created with recently renewed agency partner Chernoff Newman, the brand-forward campaign uses music to land the message, keeping things light, relatable and fun.
The campaign launched across broadcast, streaming, social and radio in July and is another example of the brand leaning into the fun of play in support of its greater purpose. Heading into its 25th anniversary, the SCEL has funded more than $9.4 billion in higher education programs and scholarships, K-12 programs and community education since 2002. By connecting lighthearted storytelling with the lottery’s lasting impact, “Friends Grow” celebrates the fun of playing while highlighting the meaningful difference it makes for South Carolina students and families.
