maine lottery: "million dollar payday"
 

The Maine Lottery tasked us with creating a campaign to launch its new $5 draw game, Millionaire for Life. Replacing the long-running Lucky for Life, the new game needed to generate excitement while clearly communicating its unique benefits.

To make the game easy to understand and impossible to forget, we partnered with HiFi to create an original, Chicago-inspired song that explained how to play while highlighting the game's standout features. The catchy tune became the foundation of the campaign and helped bring the Millionaire for Life brand to life in a memorable way.

Working alongside Timber + Frame, we transformed the concept into a vibrant 30-second TV spot featuring a winner celebrating her yearly payday through music, dance, glamour, and magical transitions. Every detail of the production was thoughtfully crafted around the Millionaire for Life brand, from the rich green color palette pulled directly from the logo to subtle touches that felt authentically Maine.

To support the launch, we extended the campaign across print, social, and retail collateral, creating a cohesive brand experience at every touchpoint. This project truly was one in a million!

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ART DIRECTION  |  DESIGN   |  TV  |  PRINT  |  SOCIAL MEDIA

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Agency: Fuseideas

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Art Director: Lindsay Zygadlo​

Copywriter: Katherine McManus
Content Associate: Kate Deskey
Director of Creative Content: Will Claflin​
Managing Creative Director: Jeff Scherdell