WV Lottery Proceeds – “When You Play, West Virginia Wins”

Overview

For the 2025 calendar year, the West Virginia Lottery engaged us to develop its annual Proceeds campaign—a message-driven initiative designed to remind residents that every WV Lottery ticket purchased is an investment back into the Mountain State.

Impact of Lottery Proceeds

In the fiscal year ending June 30, 2024, the West Virginia Lottery recorded $1.3 billion in gross sales—surpassing projections by $134.3 million—and contributed $569.4 million in proceeds to the State.* These proceeds support vital programs across West Virginia, including education, tourism, and senior services. The campaign’s core message: Even if you don’t win, West Virginia does.

Creative Concept and Execution

To creatively bring this message to life, we conceptualized a :30 animated spot that uses storytelling and emotion to make the impact of proceeds feel real and personal. The visual narrative is guided by the state bird—the Northern Cardinal—who takes viewers on a symbolic journey across West Virginia, highlighting scenes that represent the WV Lottery’s beneficiaries: a graduation ceremony, thrilling whitewater rafting, and seniors rocking peacefully on their front porch.

Animation and Visual Style

Recognizing that production would take place in the fall, we intentionally moved away from traditional live-action and partnered with a local multimedia artist to develop a warm, stylized 2D animation. This choice not only met seasonal production needs but gave the campaign a fresh and distinctive look that stands out from previous years.

Voiceover and Messaging

To further elevate the tone, we selected a soft, female voiceover to guide the viewer gently through the journey, reinforcing a sense of community pride and heartfelt contribution. Subtle on-screen graphics display key dollar amounts contributed through WV Lottery proceeds—ensuring transparency without distracting from the emotional narrative.

Key Media Stats:

• Television
  • 632 spots
  • 11.6 Million Impressions
  • 66.9% Reach, 10.2x Frequency

Conclusion

The spot closes with a powerful visual: the Northern Cardinal seamlessly transforms into the iconic red WV Lottery ball logo, reinforcing brand recognition while tying the story together. In just 30 seconds, this campaign honors the spirit of giving back and celebrates how every ticket purchase is a win for West Virginia.

*To learn more about how West Virginia Lottery Proceeds has benefited the Mountain State, visit: wvlottery.com/about-us/lottery-history.