Multiplying Your Benjamins

Created by McCann New York and brought to life by O Positive director Jess Coulter, the “Multiply Your Benjamins” campaign turns New York Lottery’s Xtra Multiplier Scratch-Offs into a surreal spectacle across NYC. For New Yorkers, “extra” is the baseline, so the launch of the Lottery’s biggest Xtra Multiplier games needed an idea that went beyond numbers to make the scale of potential winnings impossible to ignore.

When a New Yorker wins big, she is suddenly followed everywhere by a growing swarm of Benjamin Franklins, a literal and instantly recognizable symbol of multiplied money. From grabbing a latte to trampoline class to hibachi dinner, the Benjamins trail her through everyday city moments, transforming familiar New York scenes into a playful fantasy that shows, rather than tells, what 200x winnings feels like.

Directed by Jess Coulter, the spot blends authentic New York energy with absurd humor. Shot in a single day across multiple locations and featuring real New Yorkers alongside 11 Benjamin Franklin lookalikes, the film delivers a clear, memorable visual metaphor for multiplied winnings, making the promise of Xtra Multiplier feel bold, funny, and unmistakably New York.

With the tagline 'Multiplying Your Benjamins,' the campaign marks a bold new iteration of the New York Lottery’s annual Multiplier launch, supported by a fully integrated media rollout across TV, OOH, activation, social, and digital.

More Benjamins, same New York. That’s what 200x looks like.