A multi-format editorial campaign reframing the Powerball lottery — making the odds feel as impossible as they actually are. The project spans a 5-page broadsheet, an interactive mobile microsite, and a guerrilla sticker campaign deployed at lottery retailers across Seattle.
Each format targets a different moment: the broadsheet for sitting with the data, the microsite for feeling it on your phone, the stickers for the exact second someone's about to buy a ticket.
The guerrilla sticker campaign was deployed at lottery retailers across Seattle — putting the odds in front of people at the exact second they're about to buy a ticket.
