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The New York Lottery is Inspired by New York, Made For New York
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For the Lottery’s first major campaign since quarantine, they’re celebrating the great state and inspiring some serious hometown pride.
For the Lottery’s first major campaign since quarantine, they’re celebrating the great state and inspiring some serious hometown pride.
The New York Series Scratch-Off Game includes five tickets each of which features a New York icon—from the Brooklyn Bridge to Niagara Falls and beyond.
In a first for the Lottery-agency partnership, McCann New York worked with local New York artist, Vi Luong, to design the tickets from the ground up. Intricate black and white drawings and detailed line art reflect a more minimalist yet stunning approach—an eye-popping departure from the typical multi-colored Scratch-Off.
Credits
powered by
- Agency McCann/New York
- Production Company Hornet
- Director Yves Geleyn
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Credits
powered by
- Agency McCann/New York
- Production Company Hornet
- Director Yves Geleyn
- Senior Copywriter Noah Benezra
- Executive Music Producer Eric Johnson
- Chief Creative Officer Eric Silver
- Chief Creative Officer Sean Bryan
- Chief Creative Officer Thomas Murphy
- Chief Production Officer Nathy Aviram
- Creative Director Emily Salas
- Creative Director Tyler Gonerka
- Executive Creative Director Mat Bisher
- Executive Producer Andrea Kaye
- Group Creative Director Jason Ashlock
- Group Creative Director Dominick Baccollo
- Producer Mackenzie Reif
- Senior Art Director Antony Rush
- Executive Producer/Managing Director Hana Shimizu
- Head of Production Greg Bedard
- Director of Development Kristin Labriola
- Senior Producer Dez Stavracos
- Associate Producer Annalee Walton
- Production Coordinator Nico Benenati
- Art Director Natalie Labarre
- Editor Anita Chao
- Art Director Tavet Gillson
- Assistant Editor Olivia Sack
- Assistant Editor Noah Rauchwerk
Credits
powered by
- Agency McCann/New York
- Production Company Hornet
- Director Yves Geleyn
- Senior Copywriter Noah Benezra
- Executive Music Producer Eric Johnson
- Chief Creative Officer Eric Silver
- Chief Creative Officer Sean Bryan
- Chief Creative Officer Thomas Murphy
- Chief Production Officer Nathy Aviram
- Creative Director Emily Salas
- Creative Director Tyler Gonerka
- Executive Creative Director Mat Bisher
- Executive Producer Andrea Kaye
- Group Creative Director Jason Ashlock
- Group Creative Director Dominick Baccollo
- Producer Mackenzie Reif
- Senior Art Director Antony Rush
- Executive Producer/Managing Director Hana Shimizu
- Head of Production Greg Bedard
- Director of Development Kristin Labriola
- Senior Producer Dez Stavracos
- Associate Producer Annalee Walton
- Production Coordinator Nico Benenati
- Art Director Natalie Labarre
- Editor Anita Chao
- Art Director Tavet Gillson
- Assistant Editor Olivia Sack
- Assistant Editor Noah Rauchwerk
All Aboard, a magical, animated film brings the tickets to life.
Directed by Yves Geleyn from Hornet, it whisks viewers away on a flying train ride across the state, and features an updated rendition of the timeless song, Autumn in New York. Autumn always renews a love of New York, and the ticket launch corresponds with this moment inspiring New York pride.
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