From Bob Barker to Drew Carey, The Price Is Right has been an iconic staple in pop-culture since 1956. When the California Lottery decided to launch a Scratchers version of the game, there were a few very obvious directions to take the campaign. So we pushed ourselves and landed on the least obvious idea: the audience.

Not being a national account, The California Lottery work doesn't garner much ad buzz but the campaign was well received was and featured on Adweek.