Gold Rush Campaign
Gold Rush Supreme Scratch-Offs have once in a lifetime prizes. So when the Florida Lottery wanted to refresh their Gold Rush campaign, I built my concept behind the fact that each ticket is a golden opportunity, and it should not be squandered. Maintaining the gold rush aura, I created a TV spot and corresponding print and digital deliverables that were both striking and humorous.
Christy Beagle, creative director
Nick Mcmurdy, creative director + writer
Jack Polly, copywriter
GOLDEN OPPORTUNITY — :15
Open in a LIVING ROOM.
-A MAN relaxes on his couch, watching TV. Then suddenly…
He hears a SNORT behind him, so he turns around to discover…
Seemingly out of nowhere, a PROSPECTOR covered in golden accoutrements is sitting on top of a BUCK with golden antlers, right behind the couch. Both are staring knowingly at the MAN.
A blinding golden light radiates from the pair.
-The MAN begins to question what’s going on. Before he can get a word in, the PROSPECTOR presents him with the FAMILY OF GOLD RUSH SUPREME SCRATCH-OFFS.
TIGHT SHOT OF THE TICKETS IN THE PROSPECTOR’S HAND.
-The MAN looks around the room as if he’s trying to pinpoint where the announcer’s voice is coming from, then back down at the tickets.
-The BUCK looks at the man reassuringly and speaks.
-The man cautiously takes the tickets.
QUICK PRODUCT SHOT.
Transition to… FLORIDA LOTTERY LOGO & WEBSITE.
SFX as needed.
Ambiance up and under.
When life presents a golden opportunity…
Like the new Gold Rush Supreme Scratch-Offs…
You take it.
BUCK (in a calm, reassuring voice):
Featuring more winning tickets than ever before.
The Florida Lottery. It’s your ticket.
Voice (interjecting): Claim it!