Every Number is a Story was campaign extension featuring Ayo Dosunmu, Chicago Bulls Shooting Guard, and other Chicago Sports teams. The campaign built upon one conceived the previous year, It Starts With a Pick, featuring numbers that were meaningful to Ayo himself, with the hopes that Illinois Lottery players would be inspired to pick numbers that were meaningful to them.
The campaign featuring Ayo showcased five new numbers, two of which were the stars of the campaign. This campaign was supported with two commercials, OOH, digital display, owned social, reels, billboards, and native display, and was a collaborative effort between a copywriter, creative director, Multimedia producer, and myself.
The Pick sports partnership extended to include the Chicago White Sox, the Chicago Bulls and the Chicago Blackhawks. Each campaign featured numbers specific and meaningful to each organization.
The original campaign, It Starts With A Pick, conceived and executed by Kora Kopeniak.