Talent isn't everything.
Brief: Broaden the appeal of the CA lottery to include new, younger audiences.
Thoughts: Everyone likes making money, but these days people value status even more. Still, there's a link between the two: there's no easier way to gain status than a sudden windfall of cold hard cash.
Solution: Put on full display one of the best parts of winning the lottery: you get to be part of the "rich people's club" with the world's prominent athletes, musicians, and business leaders, without having done all that much to get there, besides buying a ticket.
