Cactus and Colorado Lottery Celebrate Dia de Los Muertos with Spirited Campaign

dvertising agency Cactus created lively folk art figures to use as centerpieces in a campaign for the Colorado Lottery’s Fiestas de los Muertos, a $1 scratch-off game inspired by the Mexican Day of the Dead.

The artwork was used to promote the seasonal game in the Lottery’s channels—which include the website, email to MyLottery members and ticket vending machines—along with print advertising, point of sale and fun merchandise, such as T-shirts and stickers emblazoned with the holiday’s signature symbols, which include brightly painted skulls, flowers and musical instruments.

The Colorado Lottery asked Cactus to create a “culturally relevant, yet creative” marketing solution for Fiestas de los Muertos on a limited budget. The tagline: “$5,000 ways to raise your spirits.”

Dia de Los Muertos—or Dia de Muertos as it is called in Mexico—is a multi-day holiday (Oct. 31 to Nov. 2) in which people gather to remember and pray for friends and family members who have died. It is a public holiday in Mexico.