There was a feel challenges on this brief. One it was the price of the ticket, $20, what is very high for a scratch - off ticket. So the campaign should show the target that is would be worth spending that amount of money. Other challenge was the target itself, a different one that we are used to deal with. New Yorkers from Long Island, who have a high income.

It was a long process. After we had decided how the design should look like, we reached out to an Illustrator to execute it. But after a few tries we noticed that what we had in mind wasn't working, so we had to be back to scratch. After a little puzzling in between visuals and words, we decided on these three and we, as agency, and the client is pretty happy with the results.

The campaign was a success among New Yorkers. People talked about it on the streets and even shared it on social media. Also, the Maximum Million tickets had sales higher than any other 20 dollars tickets during the time the campaign was running.