“It starts with a pick.”
In order to boost awareness around the Pick games from the Illinois Lottery, the It Starts With A Pick campaign was born. Working with Ayo Dosunmu, a local NBA draft pick, a campaign was developed utilizing numbers that mean something to him, in the hopes that lottery players would also be inspired to choose numbers meaningful to them when playing Pick games.
The campaign consisted of OOH, digital display, paid and organic social, billboards, OLV, and native display. From concept to release, this was a collaborative effort with the project copywriter, media producer, and myself.
Partner copywriter: Tim O’Halloran PORTFOLIO
Partner multimedia producer: Miguel Acosta
Non-destructive photo-editing
All of the photos that were modified for this campaign were touched via non-destructive editing in Photoshop. All of the original quality has been preserved.
A mini-toolkit was created to allow for consistency in look throughout the campaign (seen below).
Ayo Campaign OOH
The out-of-home for this campaign consisted of billboard placement in the city of Chicago for both printed and digital boards. The digital boards were swapped out weekly to align with the social portion running on paid and organic.
