You’ll be hard pressed to find a brand that believes in the power of play to do more for the state of Indiana than the Hoosier Lottery. Yet the brand’s decade-old campaign, which focused on the possibility of winning, wasn’t telling that story. And the disconnect between the brand’s purpose and players’ perception was evident in the research. As the only lottery named after its people, the Hoosier Lottery needed an evolved brand platform that aligned with its commitment to rewarding, inspiring and celebrating play. It also needed to remind Hoosiers of the positive outcomes play creates: since 1989, more than $7B given back to causes like police and firefighter pensions and the teacher’s retirement fund. Through a complete brand refresh, Champions of Play proves to players why the Hoosier Lottery is about so much more than a potential win, but about sparking joy for players across the state in the simple, accessible and rewarding ways that only play can.