Cole & Weber asked us to bring some authenticity to a potential lottery winner’s dream of a 5-person motorcycle. Most would’ve created it digitally, and even though we have a killer digital team, we knew we had to go for the real deal. So we built one. In real life. We hired bikers. Real bikers. The bonus was not just a spot filled with authentic biker je ne sai quoi, but that Washington Lottery was able to take the bike on the road to promote all the dreams that can come true.