Minnesota Lottery Beneficiary

Art Direction, TV, Digital, OOH, Social, Print Betty Agency, 2026

There’s a lot of debate on where the money spent on Minnesota Lottery tickets goes, with many conversations missing context that would help fully frame MNL’s positive impact on the environment. Our challenge was to create an educational “Where the Money Goes” campaign that was not only fun and memorable, but informative - educating Minnesotans on how the dollars are used to make the state a better place to live, work, and play.

Our strategy was to create a brand-new animated Lottery world that would explore both the best of Minnesota’s landscapes, and how Minnesota Lottery has a hand in making them possible, across digital, OOH, social and print. We focused the campaign messaging towards all adults in the state of Minnesota.

The execution led to a gorgeous and inspired educational campaign that would both highlight some of Minnesota’s best natural wonders, while incorporating magical Lottery-themed coins to add another dimension to our world. Guided by the brand’s signature Loon, the motion spot seamlessly carries us from the cities to the northern great lakes, while naming each organization of the state that benefits along the way.

Client: Minnesota Lottery

Agency: Betty
Group Creative Director: Nicole Meyer
Art Director: Godfree Manley-Spain Sr. Copywriter: Nick Paulson Producer: Alvan Washington