Ohio Lottery

Give a little wonder

• Campaign Development
• Media Strategy & Buying

Challenge

Holiday Scratch-Off sales were declining year over year, even as the category grew. A season meant to feel hopeful had lost some of its spark and Scratch-Offs no longer felt like a meaningful gift. The challenge was to restore their emotional value and remind people that even a small gesture — a low-cost ticket — can still feel magical.

Solution

We reframed Holiday Scratch-Offs as the gift everyone secretly wants. Anchored by the line, “If your gift isn’t a Holiday Scratch-Off from the Ohio Lottery… maybe it should be,” the holiday campaign tapped a simple truth: no matter what you unwrap, you still crave wonder. Across broadcast, digital, and social, we showed people opening everything from cars and phones to sweaters and novelty mugs, then instinctively scratching each gift like a ticket. That lean-in moment became the heart of the campaign, shifting the story from price to possibility and making Scratch-Offs feel essential to the season again.