New York Lottery centered around play. While winning is a nice-to-have, the brand stood for reminding New Yorkers, upstate to Soho, to take a break from the hassle of being a New Yorker.
Is This You?
There was an unknown $7 Million lottery winner walking around NYC. We wanted to find them, so we drew a stick figure on a wanted poster.
Big Check
For some odd reason, no one played the lottery when the jackpot is small. But every jackpot is big. We reminded folks by walking around New York with a big check.
Jackpot Drumroll
Powerball had gotten up to a record-setting $1.5 Billion. New York Lottery wanted to make more noise around the state about this. To build anticipation, we did a 24-hour drumroll until the numbers were announced.
Win What You Love
The New York Lottery partnered with “I Love NY” to launch a scratch-off where players could win cash and trips around the state. We gave the tourism song a fun remix, as well as some radio and visuals of some of NY’s best scenics.
