Sell the Mother’s Day instant scratch-off game as the perfect add-on to a gift or card in posters and print.

Rather than rely on traditional Mother's Day imagery and risk getting lost in the sea of holiday communications, we decided to make type design the visual idea. We delivered unexpected headlines while incorporating as much humour, detail and visual charm as possible to convey the theme “Pay her back. No, really. Pay her back.”

The Mothers day sales aren't done yet, but we are on track to beat last years results. More importantly, the NY Lottery felt that they had a campaign that really connected with their consumers in a fun and new way.