True North Spirit
How do we make it through winter in Minnesota? Not by fighting it, or by hibernating away and waiting for it to end. Instead, we get out and embrace it, take it head on knowing it’s going to be tough. And cold. And icy. And dark. Along the way we also learn its lessons, creating a mindset that helps us not only survive the season, but thrive at life. That’s the True North Spirit. We can tap into it many ways, but few better than the new scratch game from the Minnesota Lottery.
Influencers
Instead of just sending influencers a kit, we gave them GPS coordinates and sent them out to find it while they experienced the True North spirit for themselves.
Video
Social
AD: Brett Essman
CW: Nick Paulson
Illustrator: Jesse Bodell
Animation Studio: Nathan Love
Awards:
The Show - Gold - Card, Invitation or Announment
The Show - Gold - Sales Kit or Product Information Sheets
The Show - Gold - Packaging
The Show - Bronze - Illustration Series