NC Education Lottery
Advertising / content / design
While working at MullenLowe, we pitched and ran the NC Lottery account for almost two years. A lot of work and a lot of fun. All of the campaigns were 360s, including some larger social and digital elements, as well as broadcast TV and radio.
Because it desperately needed an overhaul, we then ripped up the old NCEL brand and built an entirely new one from scratch. Everything from the logo, a new tone of voice, a manifesto, entirely new game logos, and an overall look was developed. It was a blast and has been received with great praise both within the lottery industry and, more importantly, by North Carolinians.
To celebrate their 10th anniversary, we took an emotional approach to show what raising over 4 billion dollars for state education can do for North Carolinians. This campaign included a contest asking North Carolinians to submit their proudest moment in education for a chance to win $20,000. It was highlighted in its own website where you could enter and discover how much money has been allocated for your county and across the state. Over 1100 people entered, and ten lucky winners were chosen to have their lives changed.
