Uff Da and Lefse, Meat Raffle, Gnome Town - Minnesota State Lottery | Clapboard Ad Archive
Minnesota State Lottery’s Year: 2017 campaign Uff Da and Lefse, Meat Raffle, Gnome Town, conceived by agency Periscope for the gambling category, brings Minnesota’s distinctive quirks and unsung local heroes into sharp focus through a spirited interpretation of local tradition and playful character work. Deftly leveraging the unique flavor of its region, the film-based campaign highlights three Minnesota treasures—Norsland Lefse in Rushford, the time-honored institution of the meat raffle, and the fictional, exuberant community of Gnome Town—each thoughtfully brought to life by animated gnome personalities that embody the warmth and humor of the state’s culture. Rather than following a standard product-benefit narrative, the work draws directly on hyperlocal references and affectionate inside jokes, treating community customs themselves as the emotional engine and positioning the #OnlyinMN scratch game as another authentic cultural artifact. This approach, which Clapboard’s 12-format taxonomy classifies as FORMAT#11—Unique Personality Property, finds its creative force in making distinctive regional identity and cherished local businesses the star, connecting the Minnesota State Lottery to its audience by signaling deep-rooted belonging and shared experience. Creative executions use the gnomes not as simple mascots, but as personifications of Minnesota’s idiosyncratic spirit, injecting whimsy and memorability while ensuring the campaign’s tone remains relatable and joyful rather than caricatured. Tethered tightly to the launch of the #OnlyinMN scratch game with its $75,000 top prize, the campaign makes the case that lottery play—like lefse, meat raffles, or the region’s playful folklore—is itself part of the Minnesota fabric and worthy of celebration. Brand touchpoints extend beyond traditional film to include a robust digital and social rollout, spanning Facebook, Twitter, Instagram, YouTube, and the lottery’s blog, inviting sustained local engagement and reinforcing the campaign’s community anchor. By eschewing generic win-life framing and instead doubling down on cultural nuance and authentic detail, the campaign delivers something singular both visually and narratively: a true celebration of place, belonging, and local pride, articulated with both creative craft and commercial clarity. Clapboard rates this 63/100. Campaigns like Uff Da and Lefse, Meat Raffle, Gnome Town matter because they remind the industry that regional voice and cultural specificity, when executed with wit and insight, can be just as compelling as any global creative playbook.
.webp)
