Pride. Passion. True ownership. That's how people who live in Jersey feel about their state. This 360 integrated campaign captures that spirit and in doing so has reshaped the New Jersey Lottery. 

Launched in January 2015, it drove up sales immediately and continues to work hard for all segments of the lottery. Visually impactful with a compelling message, it has connected with both players and retail partners all while infusing a new level of energy into the brand.