Brushfire Lands N.J. Lottery Business

NEW YORK The New Jersey Lottery has awarded its two-year, $10 million advertising account to Brushfire.

The Whippany, N.J., shop replaces five-year incumbent GraphicaGroup in Chester, N.J., which crafted the print campaign featuring the lottery’s tagline, “For every dream, there’s a jackpot.”

Brushfire beat out five undisclosed contenders for the business, an agency representative said. Brushfire will create TV, radio and print ads, as well as outdoor and Internet duties for the lottery’s Mega-Millions, Pick 6, Pick 4, Pick 3 and scratch-off games.

The shop’s first effort will be the relaunch of Jersey Cash, a game not included in the client’s request for proposal. That work is slated to break in mid-September. Brushfire is hammering out details of the general campaign’s creative direction, said Dennis Zolnierzak, president of the agency.

A new tagline has been proposed but not approved, as has some work submitted with the RFP.

While Brushfire’s work is in production, the lottery will run some radio and newspaper ads created by GraphicaGroup.