California Lottery Black Lady Luck

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

Due to a signed bill in 2010, the California Lottery was able to sweeten Scratchers® payouts for players. With more money on the table, higher expectations were placed on sales of pricier $5 Scratchers®. Enter California Lottery Black, a campaign that is mysterious, sophisticated and edgy — a bold departure from the colorful advertising (and tickets) that typically dominates the category.