North Carolina Education Lottery
'Play Smart'
Are you ready to play smart? The North Carolina Education Lottery's "Play Smart" resource empowers players to make informed choices by understanding the games, odds, smart money management and more! We were entrusted with refreshing the "Play Smart" brand with a punchy, clean style, charming animations, and characters that represent the diverse range of North Carolina lottery players. Our task included creating a 30-second broadcast spot that encapsulates the brand's style, along with three 90-second informational animations that clearly define various aspects of the game while keeping players engaged. These elements we’ve created also expand into the wider brand and website updates, enhancing the overall gaming “Play Smart” experience. Be sure to keep an eye out for little North Carolina easter eggs, you might find a dogwood tree or two throughout.
An important part of this campaign was creating ✨swaggerific✨ characters that felt relatable and true to the North Carolina community that plays the lottery. Our other heroes? The lottery tickets, of course. We gave them the Magic Carpet touch, having their personalities shine through expressive poses.
"'Play Smart' required more than a 30-second spot, it needed a full brand refresh. We collaborated on a comprehensive rebrand that balanced the fun of the games with clear, informative content. The new style and fresh set of character designs were then integrated into the website and a full brand identity, embodying both the enjoyment and the responsibility associated with the games."
For the look we really leaned into an editorial feel using a triadic color scheme with dashes of halftone shadows. The restricted color system was brought to life with clean animation and clever transitions to really give the whole campaign a fun but mature vibe.
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