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Oregonians get a fresh look at their state’s lottery this month in a major branding campaign from Moffatt/Rosenthal in Portland.
The effort is the first of its kind for the lottery in its 18-year history. Rather than dangle the prospect of winning millions, it positions all of the various games—including drawing and scratch-off cards—as a fun pastime.
Hart Rusen, associate creative director at the agency, said the work seeks to change the way people in the state perceive the lottery.
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