Advertising Agency: O’Keefe Reinhard & Paul, Chicago
Creative Director: Aubrey Walker
Photographer: Marcus Smith c/o Making Pictures
Some people wear their heart on their sleeve. Lottery players wear theirs on their faces. From anticipation and suspense, to excitement and shock, you just can’t hide the feeling of winning. Even through a mask...
O’Keefe Reinhard & Paul from Chicago commissioned Marcus SMITH c/o MAKING PICTURES with the latest ‘You Can’t Hide Winning’ campaign for the ILLINOIS LOTTERY. Spot and prints – all realized with a small team under the strictest Covid-19 regulations – were published as online and via social media.
“We wanted to capture the spirit of what winning looks like at a time when you can’t see someone’s smile,” says OKRP Group Creative Director Aubrey Walker. “This work showcases the delight that can’t be hidden in our winners’ eyes and their exuberant spirit. The music adds an important exclamation point and sets a nostalgic tone that makes it distinctive and ownable by the Illinois Lottery. And once you hear it, it stays in your head.”