Minnesota Lottery
Day Of The Dead, Alive
For many Minnesotans, the true meaning behind the vibrant colors and bold symbols of Día de los Muertos is overshadowed by Hollywood and Halloween. Minnesota Lottery wanted to change that. So we launched a campaign to educate the masses and support the many symbols that give the Day of the Dead life.
AdFed Awards: The Show 2019, Silver pin for Illustration Series
AdFed Awards: The Show 2019, Bronze pin for Integrated Advertising
Luis Fitch + Minnesota Lottery: Mini-Docu
We partnered with a well-known Latinx artist, Luis Fitch, to create Día de los Muertos scratch games.
He dives into the history and traditions of Day of the Dead and the important role it plays in inspiring his artwork.
Scratch Game Photography
The design and iconography of these tickets are very purposeful. Each ticket represents a different aspect of this sacred holiday.
For instance, the Marigold flowers on the orange ticket are known as the “flower of the dead.” Their scent and color guide each spirit to its family altar.
Second Chance Prize Posters
Each winner of Second Chance would receive one of these posters designed from Luis Fitch’s illustrations.
We featured the scratch games in 3 different multicultural publications.
OOH
We created a unique experience in Downtown Minneapolis by utilizing three digital billboards to further bring the Day of the Dead artwork to life.
OOH Static
Social
We animated elements from each scratch game to create mesmerizing experiences on social platforms, including interactive Instagram Stories.
Digital Banner Ads
Agency: Periscope
CD: Scott Dahl
Team: Lucia Peterson and Thom Kordonowy
Illustrator: Luis Fitch