The Illinois Lottery challenged our team to launch the new Cash For Life instant game, where winners would receive a prize amount every month for the rest of their lives.

Our solution was to dramatize how important a winner’s life would become because “…as long as you keep living, we keep giving”.

The campaign was fully integrated, including TV, radio, digital, print, transit, OOH and more; even an online rich media game where players earned points for staying alive.

The results?  Cash For Life was the fastest selling instant ticket launch in Illinois Lottery history including week after week of all-time high sales.


Key Visuals For Integrated Media

Location Specific OOH

‘L’ Takeover

To further evolve our “The longer you live, the more you get” theme, we created ‘L’ platform takeovers at high-traffic mass transit stops throughout the Chicago metro area.  Graphics and messaging urged winners to watch their step and stand even farther back from the train tracks than normal.  Surrounded by Cash For Life ticket focused executions encouraging commuters to play, of course!


Rich Media Game





And many, many more.