NJ Lottery — Super 50
Statewide launch for "Super 50," the New Jersey Lottery's biggest scratch‑off game, tied to their 50th anniversary. The idea takes the headline literally — "Jersey's Biggest Scratch‑Off Ever" — with a giant ticket hoisted by a crane, carried consistently across billboards, transit, c‑store, and mobile.
The 30‑sheet billboard — a giant scratch‑off ticket lifted by a crane.
Launch the biggest ticket, everywhere
Super 50 needed a statewide launch that felt like an event — across billboards, transit, c‑store, and mobile at once.
Take the headline literally
If it's the "biggest scratch‑off ever," make it physically huge. The oversized ticket becomes the campaign's single, ownable image.
One idea, every placement
A flexible system that held up as a 30‑sheet, a mobile billboard, a c‑store poster, and transit — the same bold idea everywhere New Jersey looked.
Across the campaign
One concept, adapted to every place New Jersey would see it.
