“New Yorkers love playing the lottery, but sometimes they forget to check their tickets. Last year alone, the New York Lottery had $61 million in unclaimed prizes. This is a problem because winners are the best encouragement for others to play. We helped remind people to check their tickets by searching for one missing winner whose $7 million unclaimed jackpot was about to expire. There wasn’t time to make anything big—instead, we did something quite small. We posted fliers around town featuring a hand-drawn stick figure with the headline ‘Is This You?’ As silly as it may seem, the flier was carefully crafted to show people that the missing winner really could be anyone—just like our stick figure. New Yorkers started checking to see if they were $7 million richer. The story caught on, and in the end, this simple flier generated $12 million in earned media within 48 hours. Not bad for some paper and tape.”