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The Challenge

Mississippi launched its very first state lottery in late 2019. Proceeds from Lottery sales help to fund the state’s infrastructure and education, therefore the Lottery needed to build awareness and brand equity quickly.

The Solution

MWB developed a Lottery mascot around which a multiplatform campaign would be built. Dubbed “Lucky Buck” after one of Mississippi’s most ubiquitous wild animals, the mascot appears on traditional and digital media platforms and has quickly become immediately recognizable across the state.