After the launch of New York Lottery's Powerball "Yeah, that kind of rich." campaign, which included TV spots, photographic posters, and a typographic headline campaign, there was one thing missing: a digital element.

We wanted to stick to the formula of winners enjoying their usual passions, but in a much bigger way. So we created a series of 30 fictional magazines based on everyday hobbies and filled them with extraordinary cover stories and features. Users could connect to Facebook and populate the covers with their own name and photos, then share them via social media channels.