Illinois Lottery

Art Direction
Design

When the Illinois Lottery set out to revamp its brand campaign, the goal wasn’t just to sell tickets. It was to reframe the role of the lottery in people’s lives. Amid the daily grind, endless notifications, and grown-up responsibilities, a key insight emerged: playing the lottery isn’t about chasing millions, it’s about chasing a moment. A quick, spontaneous spark of joy. With that, a bold new campaign was born: Go Fun Yourself.

“Go Fun Yourself” positioned the Illinois Lottery as a lighthearted disruption to the everyday. It gave people permission to pause, laugh, and indulge in a little fun for fun’s sake. The campaign leaned into humor, unexpected placements, and punchy creative to create thumb-stopping moments that delivered a jolt of entertainment, just like the lottery itself.

Building on the idea that the lottery brings a quick burst of fun to your day, the campaign introduced bold, collage-style characters to embody that spirit. Designed to be spontaneous, colorful, and a little absurd, they captured the playful energy of “Go Fun Yourself.”

Each character combined illustration, photography, and texture to reflect the unpredictability of fun. Whether on social, in out-of-home ads, or animated spots, they served as the expressive voice of the campaign, bringing unexpected joy wherever they appeared.

making boring banners slighly more fun

What’s the use of a campaign if you can’t spin it into banners? So that’s what we did, obviously. We found ways to invade all the dry sites we find ourselves on and inject some contextual absurdity into them.

contextual tension

From Bloomberg to Scary Mommy to The Weather Channel; no boring site would be safe from Illinois Lottery’s razzing. Heck, even The Onion was getting poked-fun at...because why not also get people when they are trying to sneak in a fun break.

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