This football season, the North Carolina Education Lottery is finding the friendship beneath the rivalry in a new campaign, “Fan’s Best Friend.” Developed in partnership with its lead creative and media agency of record, Cactus, the campaign celebrates two passionate fan bases through a pair of four-legged fans.
The hero spot follows a golden retriever and black Lab, one sporting a UNC jersey and the other wearing NC State gear, in a setting familiar to many throughout the fall: the football tailgate. From playing between their owners' trucks as puppies to reuniting each game day, the pair builds a friendship that transcends their team loyalties. Through their relationship, the film brings a warmer perspective to rivalry, showing that cheering for opposing teams doesn’t have to stand in the way of friendship.
“In North Carolina, school loyalty runs so deep that even the dogs wear team jerseys,” said Joe Conrad, Founder and CEO at Cactus. “Following these two dogs through years of tailgates lets us play with the rivalry and remind fans that no matter who you root for or compete with, you can still have a best friend wearing the other jersey.”
"We're proud to celebrate the passion, traditions, and shared spirit that make these universities and their fans so special," said Terri Rose, Chief Brand Officer at the North Carolina Education Lottery. "These scratch-offs give both fan bases a way to express that pride, and Cactus brought them together through a story about the friendships that make game day memorable–two passionate communities connected by a shared love of North Carolina, all while continuing our mission of supporting education across the state."
The work was developed to support the launch of the new North Carolina Education Lottery UNC and NC State scratch-off series, which features three ticket designs for each school. It launches today across TV, streaming, radio, social, and point-of-sale.
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