[Arizona Lottery]
Mega Millions
Brand and Creative Strategy // Copywriting and Concept Development // Graphic Design and Art Direction // Video Production
[Background]
In April 2025, Mega Millions rolled out the biggest game update in years. With better odds, higher starting jackpots, bigger average jackpots, and a built-in multiplier that boosts non-jackpot prizes, the game began to offer players more value than ever before.a
But with that added value came a price—literally. The ticket cost increased from $2 to $5. And while the upgrades were designed to combat jackpot fatigue and differentiate the game from Powerball, the Arizona Lottery needed a campaign that could justify the higher price point and get players excited about the change.
[Challenge]
How do you convince core Mega Millions players and jackpot chasers to embrace a more expensive game, especially when Powerball is still sitting at a $2 price tag?
We had to do more than just list the new benefits. We needed to spark real excitement, reinforce the added value, and make this feel like a completely new experience, without alienating longtime fans.
[Full-Speed Creative]
If creating a statewide campaign isn’t challenging enough, we had just one month to pull it off and get it into market. That meant every stage: strategy, creative ideation, production, and delivery, had to move with precision and purpose. Our team leaned into nimbleness, agility, and problem-solving on the fly to deliver a fast-turn campaign that felt as big as the game itself.
[Insight]
When it comes to jackpots, odds, and prizes, bigger is always better. And when the stakes are higher, so is the fun.
[Solution]
To sell a bigger game, we created a world where bigger always means more fun.
The tone of the campaign was playful, unexpected, and full of energy, which reflected the emotional high of chasing a jackpot that starts bigger, builds faster, and pays more. It wasn’t about justifying a $5 ticket, it was about making players excited to play.
The Creative
We brought our campaign commercials to life through a series of fast-paced, vibrantly colored, over-the-top vignettes, each one bigger and more surreal than the last.
And we didn’t stop there. We continued the fun by bringing the idea of bigger to OOH boards, POS placements, and a variety of digital platforms.
