California Lottery

SLP

Unlike Powerball and Mega Millions, SuperLotto Plus is a “small” state-specific jackpot game. Forced to share the stage with its tubby national siblings, SuperLotto Plus has long gone overlooked—not least because heretofore this game went wholly unadvertised. Sometimes when people don’t know your name, all you can do is to spell it out for them.

This campaign caused me to swear off acronym-based creative work forever, but getting to do a shoot with a mini horse named Laverne more than makes up for it.