Agency Network: 
February 2018


In the latest take on New York Lottery’s “How Would You Spend It?” campaign, “Small Town” builds off of the original concept of showing how one New Yorker would spend his time if he won Cash4Life’s top prize of $1000 a week for life.

Shot by legendary director Noam Murro, “Small Town” features actual miniature buildings and props to tell the story of how one lucky winner uses his newly afforded time to revisit an old childhood hobby.

Cash4Life is the only draw game from the New York Lottery that offers players a chance to win $1,000 a day for life, giving players an opportunity to dream about how they’d spend their days, not just their dollars, if they won.

“Small Town” will run from 2/15/2018 to 3/31/2018, and is being supported by Cash4Life-specific radio, OOH, print and point of sale materials. The TV spot will be featured across New York State broadcast TV, as well as in cinemas and social media.

Film advertisement created by McCann, United States for New York Lottery, within the category: Gambling.

Advertising Agency: McCann, New York, USA
North American Chief Creative Officer: Eric Silver
McCann New York Chief Creative Officers: Sean Bryan, Tom Murphy
Executive Creative Directors: Mat Bisher, Dan Donovan
Creative Directors: Jason Ashlock, Dominick Baccollo
Senior Art Director: Johan Leandersson
Senior Copywriter: Andy Sciamanna
Chief Production Officer: Nathy Aviram
VP Senior Producer: Chance Bassett
SVP Executive Music Producer: Eric David Johnson
Music Producer: Dan Gross
Business Manager: Natalie Hernandez
Executive Account Director: Scot Beck
VP Account Director: Caroline Fuller
Account Supervisor: Molly Vossler
Assistant Account Executive: Ellery Gitkin
Project Manager: Courtney Snead
VP Strategy Director: Laura Frank
Production: Biscuit
Director: Matt Lee
Executive Producer: Jeff McDougall
Producer: Charlotte Woodhead
Editorial: Work Editorial
Editor: Neil Smith
Assistant Editor: Theo Mercado
Executive Producer: Erica Thompson
Producer: Christopher Delarenal
Conform / VFX: MPC / New York
Managing Director: Camila De Biaggi
Senior Producer: Elissa Norman
Creative Director / VFX Supervisor: Alvin Cruz
3D/2D Lead: Marcus Wood
2D Team: Renato Carone, Michael Glen, Steinar Nedrebø, Amit Shukla, Manu PS, Joslin Job Mathew, Sriram P, Suhas Bjat, R Vignesh, Priyanka Day
3D Team: Suhas Bhat, Sindhuja B, Sravan Kumar, Sreenivasa Aditya Yanamalachintala, Elangovan Ganeshan
Music: Future Perfect
Composer: Victor Magro
Producer: John Connolly
Audio Mix: Phil Loeb / Heard City
Telecine: Tom Poole / Co3
Other Agencies Involved: Momentum POS, UM Media
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