Georgia Lottery

Job Description ········· Art Director
Company·················· Talking Dog Agency/BBDO
Date ···················· Aug 2022 - Dec 2023

As Art Director for a student team working with BBDO on the Georgia Lottery account, I led a campaign to raise awareness among Georgia's public university students that the Lottery funds their HOPE and ZELL scholarships.

Campaign Development

Our team developed the campaign concept based on insights gathered from a social media audit and survey. I led the social media audit, collaborating closely with our digital specialist to gain a strong foundation for our strategy.

Creative Concepting

To shape our campaign, I introduced BBDO’s "GET TO BY" brainstorming approach, which helped guide our team to a concept that aligned with our research and the brand's mission. I alsodeveloped mood boards and a campaign branding kit to establish a cohesive visual direction.

GET TO BY: GET Active and involved Georgia college students who are apathetic about who funds their scholarship TO Value that the Georgia Lottery funds their college tuition, BY Celebrating the reward they earned from the Georgia Lottery to fund their future.

Campaign Concept: “Earn Every Step With HOPE”

Our final campaign concept, "Earn Every Step with HOPE," was designed to inspire students to see their educational journey as a rewarding path supported by the HOPE scholarship.

Branding Kit and Imagery

After finalizing the campaign concept, I developed a branding kit and image board to set a cohesive visual tone, establishing the look and feel for each activation.

Note: While we explored a rebrand of the HOPE logo to better resonate with students, we ultimately didn’t include it as BBDO informed us they couldn’t control the final design.

Campaign Activations:

1. HOPE Tour

Key Performance Indicators:
25% increase in followers in months of tour
70 customers per day
250 “add yours” stories in months of tour

The HOPE Tour is an immersive activation featuring an ice cream truck that travels to campuses, inviting students to engage with our campaign and learn about the Georgia Lottery's connection to the HOPE Scholarship. This activation celebrates students and rewards them for their hard work while spreading awareness.

Design Process

I designed the ice cream truck to prominently showcase the Georgia Lottery logo and the campaign slogan, ensuring strong brand visibility. Using the Georgia Lottery’s signature colors for brand awareness, I added a playful, ice cream shop-inspired aesthetic to catch the target audience's attention and create an inviting, student-friendly atmosphere.

2. Steps to Success

“Steps to Success” is a visually engaging networking event designed to help students connect with alumni while learning about the HOPE scholarship.
Key Performance Indicators:
90% attendance of RSVPD
90% positive survey feedback
15% increase in follows and mentions

To bring the activation to life, I designed posters, social media graphics, and event mockups to complement the decals guiding students across campus. Swipe to see how these elements created a cohesive and engaging experience!

3. Athletic Promotions

Key Performance Indicators:

80% positive brand sentiment on survey questions
+ 15% mentions in tweetsk following game
30% increase in follows

This activation engaged students at athletic events with interactive elements like a QR code for the Jumbotron Selfie Cam, where students could answer survey questions to appear on the big screen. TV timeouts featured HOPE Scholars competing in fun challenges for prizes, while updated stadium signage showcased the HOPE x Georgia Lottery logo and campaign tagline for increased visibility.

4 . National Student Day

Key Performance Indicators:

100 students attendance
30% increase in engagement on social media
30% increase in social media follows and mentions

Planned for March 24th, this pop-up event will take place across six campuses, featuring a bouncy house, music, and food to celebrate students and share scholarship information. The casual atmosphere aims to highlight student success while emphasizing the Georgia Lottery's support. An event-themed filter will encourage students to create and share authentic content.