Hoosier Lottery’s Rube Goldberg Machine Redefines Holiday Magic
The Hoosier Lottery has broken through the typical holiday noise with an unexpected and visually stunning concept that centres on a complex Rube Goldberg machine. This new Holiday Scratch-off campaign is the first holiday work for the brand under its ‘Champions of Play’ platform.
A One-Take Technical Triumph
A Rube Goldberg machine is best known as a chain-reaction contraption designed to complete a simple task using the laws of physics, usually in an overly complicated way. The Hoosier Lottery holiday spot features a winding Rube Goldberg machine navigating throughout a family home, ultimately ending in opening a box with three holiday Scratch-offs inside. The technical integrity of the contraption was a main concern for the Cactus creative team, who brought in Zachary Umperovitch, a three-time Guinness World Record holder and the world’s foremost Rube Goldberg authority, to consult on and execute the contraption.
The team wasn't just aiming for a warm holiday commercial - they wanted the machine to be as authentic as any other Umperovitch had created before. While the commercial was shot in segments for cinematic integrity, the team captured the entire, complex sequence as a single "oner" (one continuous shot) as well—in just four takes.
Directed by Jonathan Zames (known for his work with Google Play), the spot’s aesthetic was a deliberate choice. While a full tracking shot was considered, the decision to shoot in cinematic segments—while maintaining a single, functioning full-run machine for integrity—was made to ensure higher visual quality. The final piece delivers not just a mechanical spectacle but weaves in the layer of human storytelling, hinting at the backstory of the partner’s secret, months-long effort to execute the perfect, surprising gift for his wife.
“From a creative perspective, we were looking to infuse the spirit of play into the gifting experience. The Rube Goldberg machine is the perfect vehicle for showing the joy and fun of gifting and receiving Holiday Scratch-offs in a really magical way,” said Jen Arnold, creative director. “It’s a unique, fresh approach for the Hoosier Lottery that perfectly embodies the new Champions of Play brand platform, which we hope is as inherently fun to watch as it was to produce.”
Extending the Play Through a Digital Game
The campaign extends the play through a fully custom digital activation produced in-house by Cactus called 'Winter Wonderworks.'
This interactive experience allows players to create their own complex virtual, gift-giving machine, with elements from the commercial like wrapping paper tubes and a snow shovel (as well as a few items that weren’t in the spot just for fun, like a jumping dog) to guide an ornament to a box of tickets. By combining a complex TV production with an interactive digital extension, the Hoosier Lottery is carving out a unique space in the crowded holiday market, making genuine playfulness a reason to celebrate.
“This campaign sets a new standard for our brand, both creatively and technically,” said Brittany D’Haenens, senior director of marketing on behalf of the Hoosier Lottery. “We clearly position Scratch-offs as the perfect holiday gift for adults, and the Rube Goldberg machine is a brilliant way to embody the gift of play in a complex yet joyful way. We are proud of how this work truly brings the Champions of Play platform to life during the holiday season.”
