Draft Kings: Super Bowl LVI
When sports betting became widely legal in 2021, Draft Kings decided to make a splash in Super Bowl LVI and give away $1M in free bets. To introduce this huge sweepstakes, we created a bold, brassy character named Fortune. She’s betting personified: Fortune likes to take risks, and she’d rather you go big and go home. Because life is a gamble after all. We teased the :30 Super Bowl ad, and built out surrounding :15 OLVs, social and digital content.
Role: Copywriter
Copywriting: Bobby Glennon (Senior Copywriter)
Art Direction: Taylor Whitlock (Art Director) & John Spinnenweber (Senior Art Director)
Creative Direction: Rob Lenois (CCO), Kyle Arango (GCD), Kyle Janisch (CD, Art), Nick Novich (CD, Copy) , Kevin Kearse (CD, Copy)
Campaign Components: :30/:15 Broadcast TV, :30/:15/:06 OLV, Social, Digital, OOH