“A large part of Washington’s Lottery sales comes from street traffic. So we used the sidewalks outside of convenience stores and supermarkets to motivate people to walk into a store and play,” said co-creative director Rob Rich. “We hired a street artist to illustrate the grand prize for Lotto’s ‘Trip of a Lifetime.’ In his work he plays with perspective. As people approach his art on a sidewalk, it becomes 3-D; so much so, it appears as if you could actually enter another world through the sidewalk.”