New Games Every Tuesday - Virginia Lottery
Roles: Art Direction, Campaign Concepting, Digital/Social Interactive Design, Branding, Print Design, OOH Design
New Games Every Tuesday was the campaign that walked so that PLAY could run.
Beautiful in its simplicity, clever in its execution. A campaign with legs for days. NGET continued for almost two years and served as the foundation for the Virginia Lottery's creative until the 2024 rebrand came along.
New Games Every Tuesday - TV Commercial
Replica billboard we literally set on fire
New Games Every Tuesday Social Shorts - Rejected Ideas
Print and Brand Evolution
The New Games Every Tuesday became somewhat of a brand, as our suggestion of color-coding products to distinguish the categories with clear visual separations. This evolved over the coming years, with every piece of "New Games Every Tuesday" print material following the color code. The logo, print layout, and Roc Grotesk font continued to appear on all print materials from mid 2023 to late 2025, only ceasing once the Play brand took center stage.
OOH & Social Expansion
The bus wraps for the NGET campaign marked the beginning of an era, with bus wraps accompanying every major campaign from May 2023 forward. Many featured illusions, much like the very first "scratcher" illusion.
Results
Besides the overall success of sales and impressions, 70% of survey respondents recalled seeing the New Games Every Tuesday campaign and named it as the most likable among all recalled Virginia Lottery campaigns.
In addition, the "Rejected Ideas" video shorts went on to win “Best Use of Humor in Digital Media” at the 2023 NASPL Awards.
Additional creative credits:
Hilda Hosseini - Art Director
Blake Carlson - Copywriter
Kate Carpenter - Creative Director