The Illinois Lottery launches its integrated holiday campaign JOY SOMEONE created by Energy BBDO/Chicago and directed by award-winning director Aaron Ruell. The campaign encourages people to Joy Someone by giving special holiday scratch-off tickets to the unsung heroes in their lives. Central to the campaign is an unexpected retro version of the holiday classic Joy To the World arranged by Spank Music. The track features insightfully humorous new lyrics that celebrate people like the guy who took away your futon, the pizza guy who pre-blots your pizza and the lady who made you a giant cat tower. Ruells distinctive visual style brings an unexpected combination of humor and nobility to these people. The campaign is brought to life through TV, digital. radio, outdoor, point-of-sale, and special karaoke taxi events beginning around Thanksgiving weekend.
Title: Joy Someone Client: Illinois Lottery Brand: Holiday Promotion Agency: Energy BBDO, Chicago Chief Creative Officer: Dan Fietsam Creative Group Head: Grant Tennison Copywriter: Jonathan Ozer Art Director: Isabela Ferreira Agency Head of Production: Brigette Whisnant Agency Executive Producer: Pam Pietrowski Director: Aaron Ruell Production Company: Biscuit Filmworks USA Senior Executive Producer: Shawn Lacy Executive Producer: Holly Vega Line Producer: Tracy Broaddus Director of Photography: Bob Yeoman Editorial: Matthew Woods, The Whitehouse Music House: Spank Music Voice Over Talent: Jay Marks