NC Education Lottery

Advertising / content / design

While working at MullenLowe we pitched and ran the NC Lottery account for almost two years. A lot of work and a lot of fun. All of the campaigns were 360's, including some larger social and digital elements, as well as broadcast TV and radio.

Because it desperately needed an overhaul, we then ripped up the old NCEL brand and built an entire new one from scratch. Everything from the logo, new tone of voice, a manifesto, entirely new game logos and overall look were developed. It was a blast and has been received with great praise both within the lottery industry and more importantly, North Carolinians.


To celebrate their 10th anniversary we took an emotional approach to show what raising over 4 billion dollars for state education can do for North Carolinians. This campaign included a contest asking North Carolinians to submit their proudest moment in education  for a chance to win $20,000. It was highlighted in its own website where you could enter and discover how much money has been allocated for your county and across the state. Over 1100 people entered and 10 lucky winners were chosen to have their lives changed.