Gopher 5
agency: outfront studios
How do we make Gopher 5 relevant to a younger demographic?
To shift perception and inject energy into the brand, I reimagined Gopher 5 through a bold, culture-forward lens. The concept centers around a DJ’ing gopher—complete with a gold “5” chain—bringing music, nightlife, and hype culture into the Minnesota Lottery space. The goal was to position Gopher 5 as fun, current, and socially shareable.
The campaign was designed as a high-impact skyway takeover in downtown Minneapolis. Using vibrant gradients, motion-inspired graphics, and large-scale environmental placements, the creative adapts across multiple formats including wallscapes, backlit displays, and floor graphics. The immersive installation transforms the walkway into an energetic experience, reinforcing brand awareness in a high-traffic urban setting.
By blending pop culture aesthetics with bold environmental design, the campaign reframes Gopher 5 as a game that feels dynamic, modern, and culturally relevant.
