The Ohio Lottery was launching a new roulette-style game called The Lucky One (TLO) to run between existing KENO draw shows. The objective was to create interest among younger audiences who were intimidated by the perceived complexity of KENO. We needed a campaign that can compete with the multitude of other channels vying for our target audience’s short attention span so we created a spokeswoman who had a retro, yet modern day look. There’s a playfulness in how she reacts with the typography and graphics that is very appealing, impactful and memorable.