We partnered with the Minnesota Lottery to debut their latest creative for the holiday season. The work includes a twist that every Minnesotan 18+ can get behind: To put You on your gift list this year.

With costs on the rise, self-care tips and “little treat” culture have been steadily gaining popularity and consumers are looking for a reprieve. This campaign serves as a reminder that holiday joy isn’t just for others, and encourages consumers to include themselves on their own gift lists this year to give them a reason to say “You’re welcome” to themselves.