GKV 2013 ADDY Spotlight: Maryland Lottery “Medal Madness” Campaign

Today’s GKV 2013 ADDY spotlight is on the Maryland Lottery’s “Medal Madness” campaign, ADDYs silver winner for Local Integrated Campaign and silver winner for Local Television Commercial.

In addition to being home to Michael Phelps, who is undeniably one of the most famous swimmers in Olympic history, Maryland is also home to another break-out athlete: the hefty Brooks Velour. This fictional character was the face of the Maryland Lottery’s Medal Madness advertising campaign, which we launched in July 2012.

The integrated TV, digital and social media campaign focused on Brooks’ unusual quest for gold in swimming. The graceful, but bulky, Brooks Velour was the star of the 30-second spot we produced as part of the campaign. The memorable 30-second spot features our hero and his unique warm-up routine, dive and swim strokes.

In addition to the 30-second TV spot, the campaign also included Web videos with Brooks packing for London, sharing his personal story and revealing his diet and training regimen. Visitors to the Maryland Lottery website also played an interactive game to race Brooks in swimming.

CHEER FOR BROOKS

Awards are only possible when clients ask for great work and we’re thankful that we’re given the opportunity to do the creative work we love every day.

Agency Credits:  
Jeff Millman, Vice Chairman, Chief Creative Officer

David Blum, Director of Account Management

Hugh Carson, Senior Copywriter

Chris Stark, Art Director

Emily Agueda, Digital Project Manager

Chris Kultzow, Sr. Developer/Technical Lead

Al Yukna, AVP/ Chief Digital Officer

John Marsh, VP/Director of Client Digital Services

Sara Russell, Broadcast Business Manager

Cory Anotado, Interactive Production Developer

Thor Lucas, Account Executive