Kelly R. Evans - Portfolio

Client: Washington's Lottery
Campaign: "Mr. Winbig" holiday Scratch (2006)
Agency: Publicis West
Creatives: Glenn Rockowitz - copywriter & voice talent / Greg Wyatt - art director / Rob Rich & Parag Tembulkar - ECDs

In 2006, I moved from our T-Mobile account at Publicis over to managing our Lottery account. My first challenge: develop a holiday Scratch campaign that stood out from what we'd done the past several years. 

Mission accomplished. The creative team put together several concepts, but none as bold as "Mr. Winbig" - a fictionalized character who would quite literally shout the benefits of giving the Gift of Scratch. 

The client loved the concept, so we got creative with the budget and pulled a few strings to produce 2 TV spots, 5 additional radio bumpers, and a microsite not originally in the media plan. 

Results: 

• The campaign was an enormous success, generating the largest holiday sales totals in the Lottery's 25-year history.
• The microsite won Gold at the Lottery Association's annual meeting. 
• With such success, Mr. Winbig went on to star in a follow-on web project touting Scratch for Valentine's Day.   
• Our client's Director even wanted to make Mr. Winbig the Lottery's spokesman, which we quickly talked him out of. (You'll see why.) 

OUTDOOR PRINT

BROADCAST 

DIGITAL 

The original happy fun-time microsite let our target audience really get a sense of Mr. Winbig's personality, all the while suggesting "Give the gift of Scratch."  

The site provided a "scratch" game, allowed viewers to watch Winbig's TV spots and sing along with his versions of holiday classics. It was truly interactive, letting Mr. Winbig "rate your gift" and allowing visitors the chance to "spread the cheer" by sending personalized holiday cards. 

Success of the holiday site led to a 2nd version, created to help sell special Scratch tickets for Valentine's Day.