Attracting new customers and filling the funnel with the next generation of players is an ongoing concern with the Lottery business. Generally seen as the past time of an older crowd, the designs below represent creative that's targeted to attract Millennial players. By shifting the focus towards the emotional rewards of the playing experience and the integration of smartphones into a player's routine, I came up with this tone of voice that is intelligent, fun, responsible, and practical - all qualities of I'd use to describe a Millennial.