IL Lottery Receives Coveted, Industry-Wide Advertising Award

‘Anything’s Possible’ Campaign Cited — For 3rd Time — As Industry’s Best

For Immediate Release Contact: Mike Lang (217) 524-5158

SPRINGFIELD, IL—October 25, 2013 — The Illinois Lottery’s multi-faceted “Anything’s Possible” branding campaign was recognized this month by its Lottery peers as the best in industry. It marks the third time in 12 months that Lottery professionals across the continent have singled out Illinois’ outstanding Lottery advertisements.

The latest award was bestowed a week ago at a Rhode Island gathering of the North American Association of State and Provincial Lotteries (NASPL). The Illinois Lottery’s “Anything’s Possible” TV branding campaign received NASPL’s coveted “Batchy Award” in the Corporate/Beneficiary category. The Batchy Award was created some 26 years ago by current Lottery Director Michael Jones as a fitting way to recognize and promote the best in creative Lottery advertising; it is named after the Illinois’ first Lottery chief executive, Ralph Batch.

At the same gathering, which saw some 40 U.S. and Canadian lotteries submit their best communications works for evaluation, two additional Illinois Lottery submissions earned finalist designation (awarded to only two lotteries per category): “The Good Life” Coordinated TV campaign, and an “Anything’s Possible” text-to-win promotion in the Special Events category. The text-to-win promotion was developed by the Lottery’s private manager, Northstar Lottery Group.

“Ralph Batch was the first Director of the Delaware and Illinois lotteries and a mentor to many in the industry,” said Illinois Lottery Director Michael Jones. “We are proud the industry continues to honor Mr. Batch, a former FBI agent, through the industry-best awards that bear his name.”

At the September 2012 NASPL gathering, Illinois took the Batchy for its best-in-the-industry “Anything’s Possible” radio campaign. In May, the Lottery’s entertaining TV spot “Shopping” (which shows two men accompanying their wives on what initially appears to be long and boring trip to the mall) won a “Fleurry Award” from La Fleur’s Magazine, a highly respected trade publication that Lottery professionals across the globe turn to for the latest in industry news. Like the NASPL Awards, the Fleurry Award was the result of independent peer-selection by professionals who have long worked in the Lottery industry.

To top off the unprecedented year of awards and accolades, the Illinois Lottery’s “Socks” commercial (another mainstay in the “Anything’s Possible” branding campaign) was named by Chicago Business Journal in May one of the 10 best TV ads ever produced in Chicago, a city known for creating outstanding and effective advertising.

“Congratulations are in order for Critical Mass/ Downtown Partners, the agency that won the lottery’s advertising business and developed this wonderful branding message,” said Jones. “Winning such an impressive string of awards is something all of us associated with the Illinois Lottery take great pride in.”


About Illinois Lottery

Founded in 1974, the Illinois Lottery has contributed over $20 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 Players must be at least 18 years old.