Critical Mass/Downtown Partners Launch the Illinois Lottery's Newest Advertising Campaign
New agency asks do you believe that on any given day that anything’s possible.
CHICAGO, IL (March 19, 2012) – Chicago-based advertising agencies Critical Mass/Downtown Partners and the Illinois Lottery today unveiled its new campaign Anything’s Possible. Awarded the Illinois Lottery’s marketing account in a hotly contested creative review involving four major Chicago agencies, this is the first creative campaign from Critical Mass/Downtown Partners.
Anything’s Possible taps into the reality that optimism is alive and well in Illinois. The ads convey the sense that within all of us there is the capacity to view our world as a place where everyday events suggest opportunity and that anything is possible. The campaign will include digital, out-of-home, radio and television ads that premiere today and will run throughout the state through April.
“When Critical Mass/Downtown Partners presented to the Lottery review team the concept, ‘if you believe anything can happen it might’ we knew we were in the room with a marketing company that understood the promise of a lottery, “said Michael Jones, Superintendent of the Illinois Lottery. “This first iteration of that premise is a milestone in lottery advertising.
”The new campaign gave us the chance to bring to life the promise of the Illinois Lottery –
that on any given day something amazing could happen to you,“ said Jim Schmidt Founder and Creative Partner of Downtown Partners.
“In 2012, Anything’s Possible has the audacity of being uplifting and true,” said Jim Kim, Creative Director, Critical Mass. “Anything is possible as the lottery proves every day.”
Anything’s Possible’s message will assist in the Illinois Lottery’s mission to raise funds for the common good. This campaign invested over $750,000 locally in production costs ranging from filming and editing to audio recording and music. Over 30 vendors supplied a host of services for this campaign’s three day shoot that was filmed in six locations throughout the downtown and Near North Side neighborhoods of Chicago using a crew of 65 members a day.
Founded in 1974, the Illinois Lottery has contributed over $18 billion to the state’s Common School Fund to assist K-12 public schools, as well as hundreds of millions of dollars to the Capital Projects Fund and to special causes like Illinois Veterans, the fight against breast cancer, MS research, and assistance for people living with HIV/AIDS. In addition to playing in-store, the Illinois Lottery offers online and mobile play for Mega Millions, Powerball and Lotto at www.illinoislottery.com. Players must be at least 18 years old.