Minnesota Lottery

Making the season lighthouse-bright.

Holiday scratch games can be great stocking stuffers for the adults on your list. They’re little gifts that could lead to a big surprise, and that’s exactly the spirit we wanted to capture for the Minnesota Lottery’s latest holiday campaign. And considering 2020 was quite dark, we thought we’d spread some joy to help make the season a little brighter. Our big idea? Well, it was actually quite small, really.


Tough Love

Giving a scratch game as a holiday gift feels impersonal.​

True Love

Even the littlest gifts can make this time of year more magical.​

The heartwarming story of The Lighthouse Mouse was promoted via out-of-home, digital, social and GSTV, and drove viewers to the Minnesota Lottery website where the short film played.

A spectacular board featuring Minnesota's iconic Split Rock Lighthouse even lit up at night to ensure the URL shined bright.

0 24.8 MM
dollars in sales
0 30 %
lift from 2019
0 0
products shown in video