Dia de los Muertos - Day of the deaD
A celebration of life. A celebration of play.
Inspired by the vibrant traditions of Día de los Muertos, we created a multicultural campaign celebrating Mexican heritage through animation, digital storytelling, and colorful visual experiences.
The campaign launched in 2017, a year when California Lottery's statewide Scratchers sales reached $4.58 billion, representing 5.2% growth over the previous fiscal year.
California Lottery Hispanic Scratchers Campaigns
Our challenge was to increase sales of California Lottery's culturally inspired Scratchers while elevating the visual quality, art direction, and storytelling of both campaigns.
Across 2017 and 2018, we reimagined Día de los Muertos and traditional Mexican Lotería through vibrant animation, contemporary design, and culturally relevant digital experiences.
Our goal was to create visually distinctive campaigns that celebrated Mexican heritage, connected with California's Hispanic audiences, and inspired more people to play.
During this period, statewide Scratchers sales grew 5.2% in FY 2016–17 and 11% in FY 2017–18, reaching $5.08 billion.
the Mexican LotTery
A traditional game. A whole new way to play.
For generations, Mexican Lotería has brought people together through its iconic characters, colorful illustrations, and unmistakable visual language.
In 2018, we reimagined this beloved tradition for a new generation, creating a multicultural campaign supporting the launch of California Lottery's La Lotería Scratchers.
At the center of the campaign was SnapCards, an interactive Snapchat experience that transformed users into characters inspired by traditional Lotería cards, encouraging them to create and share their own playful interpretations.
Combining augmented reality, animation, and culturally relevant storytelling, we connected a familiar tradition with emerging digital technology.
The campaign was introduced during a strong year for California Lottery Scratchers, when statewide sales increased approximately 11% year over year, reaching $5.08 billion in fiscal year 2017–18.