For the first time ever, the LOTTO 6/49 Gold Ball Jackpot a record-setting $68 Million. This guaranteed win was sure to be top-of-mind for Canadian’s, so in the days before the final jackpot we decide to illustrate just how much people would be thinking about it.

Leading up to the jackpot draw we deployed an iconic visual: gold ball heads. Completely unbranded, these curious spectacles caused questions, curiousity and discussion.

After a few days of speculation and discussion, we sent the gold ball heads back out on the day of the big draw, but this time accompanied by brand ambassadors wearing oversized digital timers, counting down to the draw.

The stunt not only prompted discussion across social media, local news and Reddit - it also contributed to a golden bump in lottery sales.