The New Jersey Lottery needed a new umbrella positioning and branded game-specific campaigns to take sales and brand to a new level.  Research revealed that “dreaming of a better life” was the strongest emotional driver in motivating lottery ticket sales.  Give Your Dreams A Chance became the NJL brand positioning and the springboard for 11 years of record-breaking customer campaign engagement and ticket sales.

At the core of all brand communication touch points was one simple, powerful human emotion: the dream of a better life.