This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Huge Powerball, Huge Food

As a brand, it’s wonderful when you can surprise and delight people. And what better brand to receive a surprise from than the Idaho Lottery? We recently traveled across the state, doing just that.

When the Powerball jackpot grows huge, couldn’t normal every day things grow huge as well? We thought so and consumers in cities across Idaho were unsuspectingly treated to huge sundaes, enormous burgers, extraordinarily large sushi platters and beyond, all courtesy of the Idaho Lottery.

People were indeed delighted and surprised. Check out the fun.