Leslie David Baker
plays a grumpy genie
who sternly informs
lotto players,
“You can’t wish
for multiple wishes”
Leslie David Baker — who made fans of The Office laugh with his trolling of Michael Scott for eight seasons as Stanley Hudson — now has a new target for his grumpy, eye-rolling expressions: The Illinois Lottery.
The Chicago actor, now cast as a larger than life pissed off genie, has been enlisted by agency of record, OKRP to promote its newest offering — instant tickets that can multiply a winner’s prize by as much as 100 — through an integrated campaign. The agency was brought on by the Illinois Lottery’s new private manager, Camelot Illinois, earlier this year to help increase sales.
The campaign, titled #MultipleWishes began with a teasing introduction of @3WishGrant through social media, billboard and digital channels. Snarky Stanley-like comments such as “You can’t wish for #MultipleWishes” were included.
When the full campaign was finally revealed, we were informed that the Multiplier Instant Tickets are packed with multiple chances to win; to which the genie trolls the Lottery communications, reminding players that “You can’t wish for #MultipleWishes.” The new tickets offer a chance to win up to $2,000,000 by multiplying a prize up to 100 as you can see in the online vide below:
MULTIPLE WISHES BY OKRP FOR ILLINOIS LOTTERY
ALSO READ: OKRP unveils Tiffany Haddish/Groupon Super Bowl spot
“As we worked against all the opportunities that the Multiplier ticket can offer, we came up with the idea that being able to actually multiply your winnings was like asking for more wishes. That’s where it started,” explained Matt Reinhard, Chief Creative Officer at OKRP. “Casting a brilliant comedic actor like Leslie David Baker took the humor to a whole new level and helped tell our Multiplier story with a touch more personality.”
“The Multiplier Instant Tickets were some of the most popular and best performing Illinois Lottery games last year,” added Harold Mays, Interim Acting Director of the Illinois Lottery. “This campaign will provide an opportunity to creatively reintroduce them for the purpose of attracting new players to the game.”
Baker makes for a pleasingly larger-than-life character as the genie and is a pleasure to watch. This is a fine effort from OKRP. A spokeswoman for OKRP said the agency is still developing a larger brand campaign for the Illinois Lottery that will break at a later date. The REEL360 team looks forward to seeing it!
Credits
Client – Illinois Lottery
AGENCY: OKRP
CCO: Matt Reinhard
Executive Producer: Scott Mitchell
Group Creative Director: Bob Jensen
Group Creative Director: Dave Petti
Creative Director/Copywriter: Greg Mills
Art Director: Justine Massa
Art Director: Danny Weilandt
Management Director: Brenda Donahue
Producer: Austen Williams
Executive Creative Director: Tim Rawls
Director of Brand Strategy: Nate Swift
Head of Communications, Planning: Dan Cornell
Director, Production Business Affairs: Katie Johnson
PRODUCTION COMPANY: ABOVE AVERAGE
Directors: Evan Scott & Parker Seaman
VP, Head of Production: Nathan Kloke
Chief Operating Officer: Grant Jones
Supervising Producer: Brett Blake
Producer: Sarah Brennan Kolb
Director of Photography: David Jones
Stills Photographer: Anthony Barlich
EDITORIAL & VFX: FRAMESTORE
Executive Producer: Larissa Berringer
Producer: Cat Pavitt
Creative Director: David Mellor
Senior Editor: Sean Berringer
Assistant Editor: Mark Sheridan
Comp Supe/Nuke Lead: Xuechu Zhang
Flame Lead: Greg Gaskins
After Effects: Dean Ripper
2D Comp: Gigi Ng, Chris Friesen, Pete McGowan,
Jacob Dailey, Hank Chang, Dan Soloman, Zavier Mojica
TELECINE: FRAMESTORE
Framestore
Colorist: Edwin Metternich
Color Assist: Clark Griffiths
SOUND DESIGN & MIX: CHICAGO RECORDING COMPANY
Engineer: Mark Ruff
Asst. Engineer: Jason Hoban
Executive Producer: Rose Razal
Source: OKRP
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
