For the Lottery’s first major campaign since quarantine, they’re celebrating our 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.
Film advertisement created by McCann, United States for New York Lottery, within the category: Gambling.
North American Chief Creative Officer: Eric Silver
McCann New York Chief Creative Officers: Sean Bryan, Tom Murphy
EVP, Executive Creative Director: Mat Bisher
SVP, Group Creative Directors: Jason Ashlock
SVP, Group Creative Directors: Dominick Baccollo
Creative Director: Emily Salas
Creative Director: Tyler Gonerka
Senior Writer: Noah Benezra
Senior Art Director: Antony Rush