Colorado Lottery
Huge is Better than Big - Bigfoot
Huge is Better than Big - Bigfoot
The 2012 campaign for the Colorado Lottery, Pueblo, Colo., aims to support Powerball 2.0’s increased ticket price, from $1 to $2, with its likewise doubled starting jackpots and expanded roster of $million winners. The campaign, tagged “Huge is better than big,” is by advertising agency Cactus, Denver. One animated 30-second spot, running in both English and Spanish, has two Bigfoots mocking the new Powerball’s “huge” claims. See at http://youtu.be/OkunD1Tt85c . In a second spot, a whale does the same. See at http://youtu.be/pxM_zxyYcvY . In both, the viewer’s sense of scale takes a sudden shift as their TV screen is transformed from panorama to tiny peephole, and the once-big creatures get crunched or munched by much huger, and mostly unseen, brethren. The campaign targets infrequent lottery players, especially middle age (35 – 54) and middle class (household income $35 – $75K). It will be broadcast in all Colorado DMAs, on prime time and sports programming, as well as on cable in southwestern Colorado (Albuquerque DMA). Support advertising includes: two English radio :30s plus one Spanish, running on 79 stations across Colorado; four Flash banners, appearing on GSN, MSN and Yahoo gaming networks, plus 39 individual sites; and one billboard, in 14’ x 48’ and 10’ x 30’ formats, at fifteen highway locations statewide. Creative credits go to Cactus strategic director Joe Conrad, creative director Norm Shearer, associate creative director Brian Watson, art director Allie Edwards, and copywriter Elliot Nordstrom. Animation is by FFAKE, Portland, Ore. Cactus, Denver, is a full-service brand communications agency with billings of $30 million. Advertising agency-of-record clients include Colorado Lottery, Smashburger, Charter Media, Dish Network, Denver Zoo, Jackson Hole, University of Colorado Hospital, Clyfford Still Museum, Winter Park Resort and Westwood College. www.sharpideas.com
Client: Powerball 2.0 Colorado Lottery, Pueblo Agency: Cactus, Denver Brief: Support increased ticket price ($1 to $2) via increased payoffs (millionaire winners tripled, starting jackpots doubled, better odds). Executions: 2 TV :30s, “Bigfoots” (English & Spanish versions), “Whales” Tag: “Huge is better than big.” Creative strategy: Transform viewers’ perception of TV screen, from panoramic to tiny peephole, too small to show more than a fraction of “huge.” Support advertising: 2 English radio :30s, 1 Spanish radio :30 4 Flash banners 1 billboard Target: Infrequent lottery players, especially middle age (35 – 54) and middle class (household income $35 – $75K). Media: Broadcast in all Colorado DMAs, including prime time (NCIS, Desperate Housewives, House, etc.) and sports, plus on cable in southwestern Colorado (Albuquerque DMA). Support media: 79 radio stations statewide, mixed formats. GSN, MSN and Yahoo gaming networks, plus 39 individual sites. 15 14’ x 48’ and 10’ x 30’ billboards, highway locations. Strategic Dir.: Joe Conrad CD: Norm Shearer ACD: Brian Watson AD: Allie Edwards CW: Elliot Nordstrom Animation Co.: FFAKE, Portland, Ore. Dir.: Jim Clark Breaks: Winter/Spring 2012
