11 Dollar Bill is currently shortlisted for an AICP Post Award for its contribution to a spot for the Colorado Lottery offering a hilarious homage to the Rocky Mountain spirit. Welcome to Winning Country, a contender in the awards show’s Regional category, was conceived by Denver agency Cactus. Promoting the game Lotto+ the spot is made to look like a beer commercial from the 70s with smiling cowboys and cowgirls, snow-swept mountains and icy streams, set to a kitschy country music anthem.
Let’s take a look at this one…
Wayde Samuel edited the spot, giving it a bouncy rhythm and adding scratches and other effects to make appear to be a piece of “vintage” advertising. “It was a great concept, it was beautifully shot in the mountains and the song was fantastic,” Samuel says. “That made it a lot of fun.”
The worn and faded look of the spot was further enhanced through color grading, performed by 11 Dollar Bill’s Clark Jackson. “We added several layers of film grain and textures,” Samuel recalls. “We also desaturated to make it look old and roughed up.”
Winners in the 2022 AICP Post Awards will be announced June 9.
Client: Colorado Lottery
Title: Welcome to Winning Country
Agency: Cactus, Denver. Joe Conrad, Founder, CEO; Norm Shearer. Partner, CCO; Shea Tullos, Creative Director; Hailey Simon, Associate Creative Director; Andy Bartosch, Copywriter; Martha Douglas, Senior Integrated Producer; Summer Duncan, Account Director; Leah Glazer, Account Manager.
Production: Picrow. Sergio Cilli, Director; Anthony Ficalora, Executive Producer; Dal Wolf, Executive Producer; Peter Sprouse, Producer.
Post: 11 Dollar Bill. Wayde Samuel, Editor; Clark Jackson, Colorist; Lisa Effress, Executive Producer.
Music: Barking Owl
Audio: Coupe Studios. Greg McRae, Sound Engineer; Aaron Lasko, Producer