This is Winning Branding Campaign

Humanity

What We Brought Humanity

Do it again, but better

The Ask

Our “This is Winning” campaign for the Arkansas Scholarship Lottery (ARSL), one of the first major branding campaigns we did as their new agency, was well received and successful according to all the metrics we set out.

So, what do we do now?

Do it again, but better

What does a real winner look like?

The Insight

After our first initial big campaign with ARSL, we realized there are a lot of misconceptions on what a “lottery winner” looks like. There are different variations, but the common trait is: it’s someone else, somewhere else.

But the truth is that real winners are our neighbors, teachers, delivery drivers, coworkers, etc. Real winners are real people, just like you and me.

What does a real winner look like?

Go to the winners

The Big Idea

We knew adding a human element would sharpen the emotional focus on real winners, real students and the real impact in communities across Arkansas—the stories that reflect what winning really means.

So, we got out of the controlled studio and took our message on the road. Literally.

We created a This is Winning-branded truck to travel the state not only to interview past winners and scholarship recipients on their own turf, but also to drum up enthusiasm for the Arkansas Scholarship Lottery to onlookers.

Plus, we amped up our digital engagement strategy to better connect with Arkansans across the state – bringing the winning experience directly to them through weekly social media contests.

video poster of jackpot winner
Go to the winners
Go to the winners
Go to the winners
Go to the winners
Lottery Scholarship Recipient

And the winners are