Hoosier Lottery's "LOADED" tickets are so loaded with fun and top prizes, they've ended up weighing a ton!
To bring this idea to life, the campaign creative consists of the ticket art "breaking" the medium it's placed on. From outdoor to point-of-sale, these tickets have crashed their way into Hoosier Lottery retailers all across Indiana.
Outdoor creative featuring the ticket art extending above the "broken" billboard
Miniature proof of concept
Campaign art direction: Don Bailey
