New York Lottery

More Winnings Could Be In Your Hands

Agency: McCann New York


In January, the New York Lottery is dropping the new Xtreme Multiplier Series of Scratch-Off Games. And these are no ordinary single ticket Scratch-Offs. Each has the power to multiply winnings up to 100x. With a top prize of $5,000,000. So, to bring this to life, McCann New York and the New York Lottery found a fun and unique way to show how passionate our players are for these multiplier tickets and the lengths they will go to scratch them all. Because, that is a lot of power in one person’s hands. And sometimes that power can make us do weird things.

This notion led to the “More Winnings Could Be In Your Hands” campaign. The star of this campaign is a man who gets his own “Xtreme” idea. Much to his wife’s utter shock and dismay, he decides to build a contraption of makeshift hands - made from randomly scavenged household items - all to scratch multiple tickets at once. He fashions a B-movie style robot arm out of a blow-dryer, desk lamp, and confusingly, a cheese grater. One arm is haphazardly constructed from unwieldy scraps of wood. One looks like it’s somehow from the Industrial Revolution. And of course, there’s a tiny, delicate hand attached to a really long tweed arm, for all his detail work. Does it make sense? No. But neither did standing in a lightning storm with a kite, now did it? With the Xtreme Multiplier Series, you don’t need to go to these extreme lengths, because the winnings multiply themselves. Plus, you could just scratch them one at a time.

This film was brought to life by the capable hands of Vedran Rupic and the world-famous, and dexterous, puppeteering hands of Legacy Effects. The campaign comes on the heels of McCann New York’s latest work for the New York Lottery which includes Giving is in the Air for the holidays, HGTV’s My Lottery Dream Home and Picture a Win which used AI to help players picture their jackpot fantasies.

“There are so many new Xtreme Multiplier tickets, and chances to multiply your winnings; you might wish you had more hands to scratch them all,” said Shayne Millington, Chief Creative Officer, McCann New York. “In our latest ad, our hero goes wild building a contraption with whatever he could find at home—robotic arms, wooden ones, and a tiny hand with a personality as big as your winnings. Because when it comes to multiplying your fun, we don't just stop at the tickets; we go all in – or should we say, all 'hand' in.”

The campaign will run on TV, OLV, OOH, radio, print and in digital coverage across all of New York State with partners like Univision, Time Out, Spotify, Pandora, and Hulu. Social platforms including Facebook, Instagram, and Snapchat will also host the campaign.

This professional campaign titled 'More Winnings Could Be In Your Hands' was published in United States in January, 2024. It was created for the brand: New York Lottery, by ad agency: McCann New York. This Film medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted 3 months ago.


AGENCY – McCann New York
Chief Creative Officer – Shayne Millington
EVP, Global Executive Creative Director – Cristina Rodriguez Reina
EVP, Global Executive Creative Director – Pete Johnson
Group Creative Director – Lucas Casao
Group Creative Director – Guilherme Racz
Creative Director – Lindsey Aquino
Creative Director – Haley Cole
Senior Producer – Tyler Neely
Business Manager – Natalie Hernandez
Talent Manager – Krenzy Vergara
Nikki Maizel – Managing Partner
Nancy Tynan – SVP, Group Account Director
Molly Vossler – VP Account Director
Marina Quagliato – Account Supervisor
Jackie Sheehan – Project Manager
Laura Frank – EVP, Executive Strategy Director
Emily Brown – SVP, Group Strategy Director
Elise Rodriguez – Associate Strategy Director
Kyla Jackson – Strategist
Liz Larkin – Social Strategy Director
Tommy Boyce – Social Strategist
Jordana Judson – Senior Community Manager
Miriam Morales – Community Manager

Director – Vedran Rupic
Executive Producer – Eriks Krumins
Head of Production – Jennifer Gee
Line Producer – Josh Porter
Production Supervisor – Aurora Hendrickson

POST – Mackcut
Editor - Ryan Steele
Assistant Editor - Devon Flint
Executive Producer - Gina Pagano
Producer - Alex Pinkett
VFX Artist - Joseph Miller

COLOR – Rare Medium
Colorist - Mikey Rossiter
Producer - Heath Raymond

AUDIO – Revolve
Sound Mixer - Paul Weiss
Producers - Bianca Muccia, Kelly Ondris


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