New York Lottery: Go for the Win by McCann New York

Date: Oct 2017
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The latest New York Lottery campaign by McCann highlights the high 'winnability' of the daily draw game by convincing people that playing Take 5 is a safe bet when compared to the alternative. Touting the game's 1-in-9 odds, it encourages New Yorkers to choose Take 5 and “Go for the win.”

The two spots are set to resemble dramatic cinema style scenes, but with a misdirect that introduces Take 5 as a winnable way out of a dire situation. The approach positions the 1-in-9 odds as the best solution to these comically epic scenarios.

The spots will run locally on TV and the campaign will be carried across Radio, OOH, social channels and websites through banner ads and other digital executions, through December 24.

Credits

Creative:

Eric Silver, North American Chief Creative Officer

Sean Bryan & Tom Murphy, McCann New York Chief Creative Officers

Mat Bisher & Dan Donovan, Executive Creative Directors

Jason Ashlock & Dominick Baccollo, Creative Directors

Johan Leandersson, Senior Art Director

Andy Sciamanna, Senior Copywriter

Production:

Nathy Aviram, Chief Production Officer

Tamara Lecker, Senior Producer

Eric Johnson, SVP Executive Music Producer

Dan Gross, Music Producer

Natalie Hernandez, Business Manager

Account:

Scot Beck, Executive Account Director

Caroline Fuller, Account Director

Molly Vossler, Account Supervisor

Jennifer McGill, Account Executive

Strategy:

Laura Frank, VP Strategy Director

Production Company: MJZ

Director: Tom Kuntz

President: David Zander

Senior Executive Producer: Eriks Krumins

Editorial: Rock Paper Scissors

Executive Producer: Eve Kornblum

Editor: Carlos Arias

Assistant Editor: Maria Lee

Producer: Taylor Colbert

Conform/VFX: EightVFX

Music:

Cavalry

Audio Mix:

Heard City

Telecine:

Company 3

Director

Tom Kuntz

Other Agencies Involved

Momentum – POS

UM – Media

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