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Interactive
Massachusetts State Lottery: 1 Billion
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The Massachusetts State Lottery has set out to show people first-hand what the money they've generated for their communities and towns actually looks like, in a new brand campaign created in partnership with ad agency Connelly Partners. The production company partner on all video content was ELEMENT Productions. Tapping into MA resident's immense state pride and championing a dual 'State of Winning' where both players and communities win, the campaign kicks off with a :90 promotion demonstrating the heft of a true $1 Billion. During the early morning hours of October 28, a team of security guards and trucks pulled into Boston with pallets of $20, $50 and $100 bills totalling $1 Billion (don’t worry, it was mock money). A massive structure (40ft x 26ft x 8 ft tall) was built using the pallets of money, creating the shape and topography of the state of Massachusetts. By the time commuters were bustling through Copley Square, they saw the final touches coming to life on the unexpected installation. Signage onsite shared information on how the $1 Billion is used across the state and in local communities.
Sr. Partner & Director of Strategy: Scott Madden Related |
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