Market intelligence is a critical ingredient to making great advertising. And the way it’s used is a form of creativity itself. Sometimes the research on an audience reveals what they are used to seeing. Providing a clear vision of the “zig” so your executions can “zag.” For our lottery client, the data showed the top motivator for players was what they would do with the money they could win. It’s why most lottery ads show rich people antics. But, any story we told could never be as perfect as what the players imagined they would do with a big win. So we looked past that indicator to the second motivator: the thrill of play. There we found the bedrock of our campaign idea and the “It’s your ticket” campaign was born. The ads we made always featured the moment of play, something all players can experience. The campaign went on to drive sales to historic highs.