Full House Lottery — RFP

The Full House Lottery is one of Canada's largest hospital lotteries, raising money for Edmonton hospital foundations against a multimillion-dollar prize board, with ticket sales that have to be made in a short, high-pressure selling window every year. Lottery marketing lives or dies on urgency, and the category is crowded with competing lotteries showing the same dream home and the same car. This was a competitive RFP: a full integrated campaign platform, submitted to a scored evaluation, that had to sell tickets and honour the hospital cause funding them.

1. 01Replaced the standard corporate proposal format with an editorial magazine layout to mirror the premium positioning of the lottery itself
2. 02Wrote a narrative that connected our creative strategy directly to the funding needs of the two partner hospital foundations
3. 03Developed a clean typographic hierarchy and grid system to organize complex operational details, timelines, and financial models
4. 04Maintained a consistent visual flow across dozens of pages by balancing large-scale photography with structured, readable white space

• A full integrated campaign platform: strategy, creative, media approach and rollout inside one competitive submission
• Urgency-driven ticket-sales creative that keeps the hospital cause credible rather than incidental
• Differentiated positioning in a category where competing lotteries advertise near-identical prizes
• Objective of the submission: win the mandate, with the campaign architecture reusable across annual cycles