Welcome Back Willie

In our first major campaign with the Arizona Lottery, we were tasked with introducing the state's first $30 Scratchers® ticket. Since the task at hand was so big, we knew we needed a huge personality to help. That's why we decided to bring back the Arizona Lottery's old prospector mascot, Windfall Willie, as the "Chief Fun Officer" and  larger-than-life brand spokesman. Creating this new character was a fun challenge because it also meant we had the opportunity to create a new "sub" style guide for the already existing Lottery brand. 

Art Direction: Adam Garcia Copywriter: Sam Lowy Creative Director: Ken Phox