DC Lottery - Monopoly OOH

Art Director

Role

Art Director

Target Audience

Core players (men aged 38-60 with disposable income) and new players attracted by the Monopoly brand.

Description

In October, the DC Lottery is launching Monopoly-themed Scratchers at $2, $5, and $10, with a goal of driving $4,080,000 in sales. This integrated campaign, spanning retail, TV, radio, OOH, and online, targets core players�men aged 38-60 with disposable income�and new players attracted by the Monopoly brand. The campaign�s tone will be fun, energetic, and modern, focusing on promoting the new tickets and encouraging immediate purchase while using iconic Monopoly elements and ensuring the tickets remain the visual focus.
The challenge was to create a campaign that would generate a "big splash" for the October Scratchers launch, driving $4,080,000 in total sales. It needed to differentiate itself in a crowded market while appealing to the target audience's nostalgia for Monopoly and encouraging them to purchase the new tickets.
The Monopoly-themed Scratchers campaign generated significant buzz, contributing to strong player engagement across retail, TV, radio, OOH, and digital platforms. The campaign helped drive sales toward the $4 million goal, effectively reaching both core and new players with its nostalgic and energetic messaging.

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Build with Panels.

  Flexible panels are perfect for building grid-based layouts.

Build with Panels.

  Flexible panels are perfect for building grid-based layouts.

a man with blonde hair, rounded glasses, and a blue t-shirt looks to the left and smiles and is surrounded by various green plants and a barn door and large windows behind him
"AJ’s creative concepts brought the Monopoly-themed Scratchers to life. The designs were bold, on-brand, and made a real impact across platforms, driving both engagement and sales. A fantastic execution!"
DC Lottery
DC Lottery
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Results or Impact
The Monopoly-themed Scratchers campaign generated significant buzz, contributing to strong player engagement across retail, TV, radio, OOH, and digital platforms. The campaign helped drive sales toward the $4 million goal, effectively reaching both core and new players with its nostalgic and energetic messaging.
Brand Guidelines
The design features a bright and playful color palette of yellow, blue, and green, using fun, bold fonts for headlines and clear typography for informational content, along with iconic Monopoly elements and scratcher visuals to create a fun, energetic, and engaging tone.
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