New Hampshire Lottery "Are You Game?" | Clapboard Ad Archive

Are You Game?

Description

In 2022, the New Hampshire Lottery partnered with GYK Antler to launch the dynamic film campaign Are You Game? aimed at redefining the lottery experience across the United States. This immersive campaign captures the exhilarating anticipation of playing to win big, highlighting the surreal thrill of scratching the last spot on a ticket or watching a lucky number come up to claim a jackpot. Through three compelling media assets, the campaign invites prospective players to engage with the lottery’s vibrant energy and endless entertainment value, posing a simple yet powerful question: Are You Game? Central to the campaign is the KENO 603 :30 spot, which emphasizes the fast-paced action of Keno 603, a game played every five minutes at over 200 locations statewide, encouraging frequent participation and sustained excitement. Designed in English, the campaign leverages relatable moments of suspense and joy to build emotional connections and drive player engagement. GYK Antler’s creative approach effectively balances the allure of large-scale winnings with the approachable and accessible nature of the game, fostering a community spirit among players and reinvigorating the lottery’s brand presence. By spotlighting the instant gratification and fun spirit of Keno 603, the Are You Game? campaign aligns with evolving consumer expectations and media consumption habits, solidifying the New Hampshire Lottery’s position as a go-to gaming option. This campaign stands out by blending cinematic storytelling with clear calls to action, offering both entertainment and motivation for players to join in the excitement and test their luck in a supportive and energized environment.

Credits

Client

New Hampshire Lottery

Agency

GYK Antler

Production House

Big Brick Productions

Creative Director

Andrew Harris

Art Director

Maddie Goodnuff

Copywriter

Dan Lawton

Account Management

Jeff Newman, Taylor Bengtson

Strategic Planner

Mike Giovinelli

Crew

Barbara McCaffrey, Tyler York, Faye Cogen, Lisa Neville

Producer

Matt Doyle

Post Production

Josh Drake, Sammy Honeywell

Animator

Tori DeYeso

Cinematographer

Daniel Dunn

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