We needed a campaign for the Texas Lottery that really pushed the act of gifting scratch offs. The idea was that a simple scratch off is the perfect gift for anyone and that even adding them to a gift would make an ordinary gift epic.

So a TV campaign featuring the MUSEUM OF EPIC GIFT GIVING showed moments throughout time of some of the best gifts.

Point-of-sale creative (below) capitalized on the familiar TO:/FROM: idea while billboards continued the wrapping paper visual with enormous hero ticket art.