Ice Carousel – Minnesota Lottery 2018 | Clapboard Ad Archive

63

Ice Carousel - Minnesota Lottery | Clapboard Ad Archive

The Minnesota Lottery returns to the heart of winter with Ice Carousel, a spirited campaign from Periscope that extends the ongoing I'MN platform in the gambling market by celebrating the impromptu, communal thrill of embracing the unexpected. Unfolding against a distinctly Minnesotan snowy backdrop, the 2018 film spot trades the predictability of product demonstration and endorsement for a vibrant portrayal of spontaneous experiences that lottery players — and those who share their adventurous spirit — can recognize as distinctly their own. Eschewing overt sales pitches, the creative concept lingers in the realm of possibility, visually aligning the Minnesota Lottery’s brand with a homegrown ethos of togetherness, braving the chill, and carving out joy in the unpredictable. At the center sits a memorable ice carousel — not just as a spectacle but as a metaphor for both the risk and exuberance of opting in, playing along, and discovering the delight that lives outside the ordinary. Periscope’s execution harnesses what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, crafting scenarios where the audience is encouraged to see themselves among the fun-seizers, the risk-takers, and the winter revelers. By connecting the impulse to try something unpredictably joyful with the act of playing the lottery, the Minnesota Lottery underscores that its games are less about calculation and more about the stories you’ll tell. The campaign’s presence across digital platforms, from the brand’s website to an integrated social media push, reinforces the inclusivity and contemporary relevance of the message, with uplifting visual storytelling cultivating an emotional environment where participation becomes its own reward. The campaign earns 63/100 in Clapboard’s global creative archive. At a time when gambling brands struggle to define themselves as entertainment rather than mere games of chance, Ice Carousel demonstrates how associating the brand with real-world exuberance and local culture can carve a more resonant, lasting place in audience memory.

Credits

Client

Minnesota Lottery

Agency

Periscope

Chief Creative Officer

Peter Nicholson

Creative Director

Scott Dahl, Nicole Meyer, Chris Bluma

Producer

Katie Derheim, Evelyn Sadowski

Account Management

Nicole Simmons, Brandon Hernandez, Abigail Smith

Project Manager

Gloria Vlatkovich

Production House

St. Cloud

Director

Julian Acosta

Post Production

Brody Howard / Ditch Edit

Music

Brack Herfurth / Grey Ghost

Sound Design

Greg Geitzenauer

Photographer

Kyle Johnson-MacPherson

Category Mind Map

48%

The Minnesota Lottery’s 2018 "Ice Carousel" campaign leverages the brand’s established "I’MN" platform to emphasize spontaneous, memorable moments that arise from participating in the lottery. By focusing on the exhilaration and unpredictability associated with gambling, the campaign positions the lottery not merely as a chance to win money, but as an opportunity to inject excitement and unexpected joy into everyday life. This aligns the brand with a lifestyle proposition that celebrates both risk and reward in a relatable, culturally resonant way. Strategically, the campaign targets adult audiences in Minnesota by tapping into regional identity and the shared experience of wintertime. The choice to depict an “ice carousel”—a visually arresting, quirky winter moment—reinforces the narrative of seizing unique opportunities when they arise, mirroring the impulsive, sometimes outrageous nature of lottery play. This creative angle seeks to differentiate the Minnesota Lottery in a competitive gambling market by centering emotional resonance over straightforward prize promotion. The campaign’s narrative style invites viewers to associate the lottery with moments worth remembering, encouraging both consideration and active participation. By anchoring its messaging in the local climate and cultural context, the campaign enhances relevance while maintaining broad appeal within the target demographic.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This Minnesota Lottery "Ice Carousel" campaign aligns with ASSOCIATED USER IMAGERY because it centers on showcasing spontaneous, outrageous moments—scenarios that reflect the spirit and lifestyle of potential lottery players in Minnesota. The narrative isn't structured around a problem-solution or story arc directly involving the product, nor does it present testimonials, celebrities, or a parody format. Instead, it visually aligns the lottery brand with fun, communal winter adventures emblematic of the region, encouraging viewers to self-identify with the excitement and unpredictability that playing the lottery (and living in Minnesota) can offer. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. New York Lottery – Positioned as a leader in offering large jackpots and diverse game options, the New York Lottery leverages its vast customer base and strong retail presence to emphasize both traditional lottery play and modern digital engagement, focusing on community benefit and responsible gaming. 2. California State Lottery – This competitor differentiates itself through a broad portfolio of scratchers and draw games aimed at a diverse demographic. The California Lottery emphasizes technology integration and charitable contributions to education, positioning itself as a socially responsible and accessible lottery. 3. Florida Lottery – Florida Lottery’s positioning revolves around exciting instant-win games and multi-state jackpots like Powerball and Mega Millions. It combines strong retail distribution with significant marketing investments to engage players and highlight its contributions to education funding. 4. Texas Lottery – Texas Lottery focuses on delivering entertainment through a mix of scratch-offs and draw games, promoting simplicity and accessibility. It emphasizes player trust and social responsibility while highlighting its support for public education funding. 5. Illinois Lottery – Positioned as an innovative lottery, Illinois Lottery enhances player experience through partnerships with popular brands and digital platforms. It promotes responsible gaming while highlighting community impact, offering both traditional and modern lottery products.

Q: What is Ice Carousel about? A: Ice Carousel is a winter-themed campaign created for the Minnesota Lottery by the agency Periscope and launched in the United States in 2018. This film spot builds on the brand’s established I'MN platform, capturing the spontaneous and sometimes outrageous moments that make participating in the lottery memorable. Set against a visually striking wintry backdrop, the campaign uses authentic storytelling to connect emotionally with viewers, positioning the Minnesota Lottery as a source of excitement and unpredictable fun within the gambling market. Q: What creative device does Ice Carousel use? A: Ice Carousel employs the ASSOCIATED USER IMAGERY technique, as classified by Clapboard’s 12-format taxonomy. This approach centers on depicting relatable, aspirational user profiles—here, Minnesotans embracing spontaneous winter adventures—to create a strong identification between the audience and the brand. Rather than focusing on testimonials, celebrities, or overt product demonstrations, the campaign visually aligns the lottery with communal, exhilarating experiences, encouraging viewers to see themselves as participants in the excitement and unpredictability that the Minnesota Lottery represents. Q: What is the campaign proposition for Ice Carousel? A: The campaign proposition for Ice Carousel positions the Minnesota Lottery as more than just a chance to win money; it is framed as an opportunity to inject excitement and unexpected joy into everyday life. By leveraging the I'MN platform, the campaign targets adult Minnesotans and taps into regional identity, using the ice carousel as a metaphor for seizing unique, memorable moments. This strategy differentiates the brand in the gambling category by emphasizing emotional resonance and cultural relevance over straightforward prize promotion, inviting consumers to opt in for experiences worth remembering. Q: How does Ice Carousel rank in Clapboard's archive? A: Ice Carousel holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Minnesota Lottery's category? A: In the lottery and gambling category, Minnesota Lottery competes with major state lotteries such as New York Lottery, which emphasizes large jackpots and community benefit; California State Lottery, known for its diverse game portfolio and focus on education funding; Florida Lottery, which highlights instant-win games and multi-state jackpots; Texas Lottery, which promotes entertainment and accessibility while supporting public education; and Illinois Lottery, recognized for its innovation, digital engagement, and community impact. Each competitor brings a distinct positioning and strategic focus within the broader lottery market.