PA LotteryKite

Brief:
MPC has been Gus the Groundhog’s visual identity guardian for the last six years, ensuring consistency and integrity across all media. In 2021 we reteamed with 9Rooftops to bring the adorable marmot back to screens as a new stylised animation.

Approach:
For the brands latest campaign, MPC evolved the well-loved furry marmot to become further stylised and incorporate a range of facial and body motion to express human feelings. The team’s main reference was the brands original 2004 puppet, in addition to adding realism from a real groundhog which was present on set to create a reference for the lighting and scale.

Impact:
After Gus’ campaign debuted PA lottery has seen ticket sales shot up from $16 million a month to $22 million.

Previous campaigns include: