Triple The Feeling

With not just one, not two, but three big prizes on every ticket, the thrill of playing Triple Jackpot Scratchers from the California Lottery is like nothing else. You could say it’s three times the feeling. To launch the integrated campaign, we crafted a cleverly choreographed film that encapsulates one man’s journey as he’s overtaken by the feeling of playing the game, and multiplies into three versions of himself. Additional campaign elements included OOH, digital, radio, and a “Triple The Madness” social initiative coinciding with the NCAA March Madness tournament.