Virginia Lottery Holiday Games | Celebrate Sharing & Gifting | Clapboard

The Holidays are Everything

Description

The Holidays are Everything campaign, created for Virginia Lottery by the ad agency Yebo and launched in the United States in November 2021, is a vibrant integrated marketing effort designed to capture and amplify the holiday spirit during a time when celebrations had been more subdued. Embracing themes of family, gifting, sharing, and kindness, the campaign invites audiences to engage with the Virginia Lottery’s seasonal offerings, including Holiday Scratchers, Virginia’s New Year's Millionaire Raffle tickets, and online games, positioning these as thoughtful and fun gifts that enhance the joy of the holiday season. Titled This Year Is Different, the campaign emphasizes that Lottery games make excellent presents, whether continuing a family tradition of exchanging Scratchers or seeking light-hearted gifts for adults on one’s list. The creative execution highlights the warmth and generosity characteristic of the holidays, encouraging players to come together and share moments of delight through the act of giving Lottery tickets. By leveraging an integrated medium approach with two key media assets, the campaign reinforces Virginia Lottery’s role not only as a source of entertainment but as a facilitator of joyful connections and memorable holiday experiences, all while tapping into the cultural moment of renewed celebration and togetherness following a period of quieter festivities. Through this approach, Virginia Lottery successfully positions its holiday games as more than just chances to win—they become symbols of seasonal kindness and shared happiness.

Credits

Client

Virginia Lottery

Agency

Yebo

Creative Director

Ron Villacarillo

Copywriter

Isabel Kerr

Art Director

Bailey Jenkins

Account Management

Leigh Nance, Noah Autry

Producer

Dwight Loew

Crew

Keri Lynch

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