When you win the top prize from a Taxes Paid Scratchers ticket, the CA Lottery pays the taxes. It's kind of like winning the whole enchilada. The whole hog. The whole nine yards. The whole kit ’n’ caboodle. The whole ball of wax. The whole...well, you get where this is going. In this campaign, we brought each of these metaphors to life. Side note: the hog was 750 pounds and named Bob. So, know that.

Oh, and just a super casual pic of me with Bob. A v chill, nbd moment for me. Not scary at all. Nope!

Then, California Lottery told us about their first ever two-sided ticket, and it was immediately clear that it was a truly #disruptive idea. There was only one way to appropriately introduce this highly innovative product: at a seriously innovative conference about (what else?) innovation. What can I say? It's the California way.