To help Virginia Lottery build awareness for their Holiday Scratchers, TPG developed and produced this 4 episode series featuring Virginia-area athletes. In each episode, the athlete surprises someone who was critical in their journey to success with a special thank you as a token of gratitude for all of their help. Along with this meaningful message and gift, the holiday scratchers are incorporated as a symbolic gift, representing that this person has helped the athlete “hit the lottery in life.” The series was distributed on FOX Sports social media platforms and geo-targeted to fans in Virginia.