THE CHALLENGE

For the past several years, Miami Valley Gaming has run a campaign around “The Lucky Buckeye Company” (LBC). This insight came from the fact that Ohio is the Buckeye state for a reason: they love their Buckeyes. The Buckeye is also considered a lucky charm when you put it in your pocket.

Thanks to the success of the campaign, the LBC characters – Lucy, Bucky, and The Manager – are now recognizable throughout Ohio (which made shooting a challenge since everyone wanted their autographs).

Our task was to keep the campaign going, while making the creative still feel fresh and relevant.

THE STRATEGY

To develop new creative around the “The Lucky Buckeye Company” using the established LBC characters. Creative included brand and promotional TV, as well as digital and outdoor executions.

THE SOLUTION

We had fun evolving the characters and throwing them into fresh, comedic scenarios — even spoofing some of today’s cultural touchstones, like Google Home and Alexa.