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New York Lotto - You'd Make A Way Better Rich Person

I was running the New York Lottery for McCann New York when we were asked to develop a new campaign for NYL's oldest draw game - New York Lotto. The challenge was to make this game relevant again, in a category that is dominated by multi-state draw games with outrageous payouts. Since we couldn't compete with the ridiculous jackpots of PowerBall or MegaMillions, we had to make our message interesting. So, we created a campaign that tapped into a trending cultural topic: Rich people doing dumb things. The resulting campaign significantly raised the profile of the New York Lotto game, and introduced the game to a younger generation of players.

Project Roles
Copywriter, Creative Director
Company
McCann New York
Skills
Copywriting, Creative Direction, Digital, Social, Comedy, Conceptual, Print, Radio
Media
Books, Commercials - Broadcast, Commercials - Radio, Commercials - Video, Illustrations, Posters, Taglines, Book Covers, Branded Content, Character Animations, GIFs, Manifestos, Microsites
Project Industries
Entertainment, Government
 New York Lotto - You'd Make A Way Better Rich Person
 New York Lotto - You'd Make A Way Better Rich Person
 New York Lotto - You'd Make A Way Better Rich Person
Collaborators