Last week, the Minnesota Lottery and creative AOR Betty, a Quad company, are debuting their latest creative for the holiday season. The work includes a twist that every Minnesotan 18+ can get behind: To put You on your gift list this year. With costs on the rise, self-care tips and “little treat” culture have been steadily gaining popularity and consumers are looking for a reprieve. This campaign serves as a reminder that holiday joy isn’t just for others, and encourages consumers to include themselves on their own gift lists this year to give them a reason to say “You’re welcome” to themselves. The campaign launched last week and will run across regional TV, radio, OOH, social, digital video, native, display, and print through December 22. Designed to resonate with the rise of “treat yourself” culture, the campaign also recognizes that amidst the gift-giving rush, it’s easy to forget personal joy. The Minnesota Lottery is seeking to remind audiences that they can reclaim a bit of holiday magic by purchasing a Minnesota Lottery holiday scratch game. In the :30 spot “Office Exchange,” co-workers show that scratch games from the Minnesota Lottery are a gift so good, they can be hard to let go of. The Minnesota Lottery encourages folks to gift responsibly, and reminds gift givers that lottery tickets are for people 18 years or older. Since April 2016, Betty has been the creative engine behind the MN Lottery’s design journey, using strategic vision to bring their impactful campaigns to life and support the local Minnesota community. Credits: