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.
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