Play on a Whole New Level

With Pac-Man's 40th anniversary happening in 2020, California Lottery released its own version of Pac-Man Scratchers. We invited the Hispanic Market in California to play on a whole new level, and broke the all-time Scratchers sales record while doing it.

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Driven by the huge success of our campaign, with a concept that highly appealed to our intended demographic, the Pac-Man Scratchers brought in $119.8 million in total sales in their first week, the highest single week of Scratchers sales ever by the California Lottery. 

Creative Director David Castellanos

Copywriters Hector Jamesson & Manu del Carpio

Art Directors Andrés Vallejo & Myriam Díaz