Overview: 

In an effort to craft a memorable and engaging Halloween campaign, the West Virginia Lottery approached TMG with a unique ask: create something nostalgic, playful, and unexpected — but with polish and broad appeal to match their seasonal Halloween ticket showcasing PAC-MAN. The result was PAC-MAN Halloween, an award-winning spot that creatively merged live action and animation to reimagine a classic arcade game through the lens of everyday adult life.

Creative Direction:

The spot opens with the main character, Charlie walking into a grocery store with a list of party supplies in hand. It’s a typical Halloween errand — until it’s not. As Charlie moves through the store, subtle visual cues and sound effects begin to blur the line between the real world and something… more pixelated.

In a clever yet seamless transition, Charlie is pulled into a fully animated world reminiscent of the original PAC-MAN arcade game. A custom sprite was developed to transform him into an 8-bit version of himself, navigating the maze-like environment. The animation paid homage to the retro look and feel of PAC-MAN, while injecting fresh personality into every frame.

The creative execution leaned heavily into sensory nostalgia. Sound design played a major role, integrating authentic PAC-MAN audio effects — from the signature “waka-waka” to the ghost-chasing tension — giving the piece an instant connection for audiences who grew up with the game. At the same time, the story was grounded in the everyday adult experience of prepping for a social event, which made the surreal turn feel organic and hilarious.

The final moments bring the concept full circle. Back in the checkout line, Charlie unloads his items onto the conveyor belt, where the animated fruits from the game have mysteriously followed him back into the real world.

Campaign Elements:

TMG executed a fully integrated campaign across digital platforms. Every element was designed to echo the look and tone of the PAC-MAN Halloween TV spot along with the main focus, the season PAC-MAN Halloween scratch ticket, ensuring a consistent, brand-aligned experience across touchpoints.

Campaign Components Included:

• Live Action/Animation TV commercial
• Radio ads
• Digital billboards and ads
• GT Touch Screens

Brand Management & Coordination:

With this TV spot telling a story around a nationally recognized and licensed brand like PAC-MAN and Bandai Namco Entertainment Inc., careful coordination was essential to ensure brand guidelines were met and approval processes were seamless. TMG worked closely with both the West Virginia Lottery and Bandai Namco Entertainment Inc.’s licensors to navigate brand use, creative approvals, and compliance requirements. This collaboration ensured that every asset met the highest standards of brand compliance.

Key Media Stats:

• Television
  • 101 spots
  • 1.5 Million Impressions
  • 74.5% Reach, 3.4x Frequency
• Programmatic Digital
  • 5.4 Million Impressions
  • 4,715 Clicks
• Outdoor
  • 14 Digital Billboards
  • 1.4 Million Impressions (1/3 of all impressions delivered due to rotating creative)

Recognition & Awards:

The creativity and execution of PAC-MAN Halloween also earned industry recognition. This nostalgically creative TV spot was awarded two Gold Telly Awards, celebrating excellence in animation technique and sound design production:

• Use of Animation – Regional TV
• Sound & Sound Design – Regional TV

Conclusion:

The PAC-MAN Halloween TV spot stood out not just for its technical achievement, but for its ability to strike a balance between clever creative, nostalgia, and seasonal fun. It resonated with a broad adult audience — tapping into the joy of classic gaming, the chaos of holiday prep, and the simple magic of storytelling done right.

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