Lotteries are typically known for showing selfish wins (for example, receiving a big check with your name
on it), which doesn't really have place around the holidays. The California Lottery wanted to change the
way consumers think about Lottery Scratchers, but with every brand trying to capitalize on the magic of
the holiday season, they needed to do something new and unexpected for them to stand out. Rather than
try to sell a specific holiday-themed Scratchers ticket, we wanted to tap into that holiday spirit of
heartwarming traditions, and include gifting Scratchers for the holidays. We wanted to turn Scratchers
into a holiday movement.