How do you market "instant gratification" in a state known for its slow-and-steady pace of life? You lean into the contrast.

This campaign for Vermont State Lottery highlights the irony of the animal kingdom’s most deliberate creatures—tortoises, snails, and the sluggish pets of the world—becoming the ultimate advocates for Fast Play. These "slowpokes" may take three hours to cross the living room, but they possess the wisdom to know that when it comes to winning, faster is always better.