Break Fort Knox: Celebrating the Kentucky Lottery's 30th Anniversary
The Challenge
The Kentucky Lottery was turning 30 and wanted to bring back "Break Fort Knox" – the first scratch-off game they ever created. Our job? Our goal was to get folks excited about this throwback while giving them a little Kentucky pride buzz along the way.
Playin' it Safe
Growing up in Kentucky, I'd heard about Fort Knox my whole life – whispers about gold reserves and crazy security systems. But I realized most of us Kentuckians know the name without knowing the cool details. Perfect opportunity to connect a lottery game with some genuine Kentucky lore.
What We Made
We created this CGI-animated TV spot that snuck viewers inside the legendary vault while dropping some fascinating Fort Knox facts they probably didn't know. It wasn't just selling lottery tickets – it was giving people something interesting to share at their next family gathering.
The Challenge
The Kentucky Lottery was turning 30 and wanted to bring back "Break Fort Knox" – the first scratch-off game they ever created. Our job? Our goal was to get folks excited about this throwback while giving them a little Kentucky pride buzz along the way.
Playin' it Safe
Growing up in Kentucky, I'd heard about Fort Knox my whole life – whispers about gold reserves and crazy security systems. But I realized most of us Kentuckians know the name without knowing the cool details. Perfect opportunity to connect a lottery game with some genuine Kentucky lore.
What We Made
We created this CGI-animated TV spot that snuck viewers inside the legendary vault while dropping some fascinating Fort Knox facts they probably didn't know. It wasn't just selling lottery tickets – it was giving people something interesting to share at their next family gathering.
My Part in All This
This one was my baby from the start. I came up with the concept, wrote every word, chose and directed the VO talent — and even got my hands dirty with the sound design. Wanted it to feel like a Kentucky story told by a Kentuckian.We hit record ticket sales (the client was pumped), but what I love most is picturing all those Kentucky dads and uncles pulling out their Fort Knox facts during summer cookouts. "Did you know that..." moments are my favorite kind of advertising success. Oh yeah, and we helped create a few new millionaires too – not a bad day's work!
