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Each year, the Mass State Lottery puts one billion dollars of its sales back into the state’s cities and towns. So we brought that money to life right smack in the middle of downtown Boston for the rest of the world to see.

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We created an installation in Copley Square, where we created the shape of Massachusetts out of one billion dollars. We filmed the construction of the installation, and the peoples' reactions, for broadcast TV. 

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We also developed a new tagline and brand campaign for the Lottery called the State of Winning. In addition to the broadcast, we also created OOH, digital (everything from a landing page to rich media units), and social.