‘Paw’-tnership between the Kentucky Lottery and Kentucky Humane Society turns lottery games into second chances

Louisville-based BCH Agency recently teamed up with the Kentucky Lottery and the Kentucky Humane Society to launch a heartfelt campaign promoting a new series of co-branded scratch-off, fast play and online lottery games — featuring adorable, adoptable pets in the advertising campaign, as well as on the scratch-off tickets themselves.

At its core, the campaign is about more than winning. It’s about connection, companionship and helping shelter animals find the loving homes they deserve. By spotlighting real adoptable pets, the campaign gives Kentuckians the chance to meet some of the “lucky ones” still waiting for their forever families.

For the Kentucky Lottery, the partnership also supports a key strategic goal: introducing new audiences to scratch-off games, particularly younger adult players and Gen Z consumers. While longtime Lottery players are always eager for new games, the collaboration with the Kentucky Humane Society creates an emotional bridge to audiences who are increasingly drawn to brands and experiences that reflect their values and make a positive impact.

The campaign is anchored by a TV spot titled “Lucky Ones,” which captures heartfelt moments between pets and their humans — from playful chaos to quiet companionship — all set to the upbeat track “By My Side” from rising hip-hop artist Connor Price. The result is a campaign filled with warmth, personality and the reminder that sometimes the best things in life aren’t won — they’re rescued.

“We wanted the campaign to feel joyful, emotional and authentic,” said BCH Creative Director Brian Garr. “Working with adoptable animals always comes with a little unpredictability — they don’t exactly hit their marks on cue — but that’s also what made the footage so real. Those unscripted moments helped tell the story better than anything we could have planned.”

The fully integrated campaign is running across TV/CTV, out-of-home, social media, retail point-of-sale and on-site activations at Kentucky Humane Society locations and events, including scan-to-play experiences designed to help drive both engagement and awareness for adoptable pets across the state.