New York Lottery: All the Foods by McCann
- Location:
In the latest take on New York Lottery’s 'How Would You Spend It?' campaign, 'All the Foods' builds on the original concept of showing how one New Yorker would spend their time if they won Cash4Life’s top prize of $1,000 a week for life. The spot from McCann New York for the New York Lottery features a stripped-down acoustic rendition of “Food Glorious Food,” performed on the ukulele, and originally made famous in the musical, Oliver.
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. And in July, the game will draw every day, giving New Yorkers more chances to win $1,000 a day for life.
The cover version of Food Glorious Food from the classic musical, Oliver was re-recorded and composed by the music house Human and features a stripped-down acoustic version of the original song played on ukulele. Paired with the beautiful food cinematography it acts as an emotional celebration of the heroine’s dream of eating all the foods. “How-to” recipe videos were also created to accompany the spot so viewers can learn how to make the actual food dishes featured in the commercial. These recipe videos will be paired with the spot online in an interactive unit.
'All the Foods' will run until August 25, 2019, and is being supported by radio, OOH, social print and point-of-sale materials. The TV spot will be featured across New York State broadcast TV, as well as in cinemas.
Credits
Creative
Eric Silver, North American Chief Creative Officer
Sean Bryan & Tom Murphy, McCann New York Chief Creative Officers
Mat Bisher, Executive Creative Director
Jason Ashlock, VP Creative Director
Dominick Baccollo, VP Creative Director
Emily Salas, Associate Creative Director
Tyler Gonerka, Associate Creative Director
Production
Nathy Aviram, Chief Production Officer
Dave Herman, SVP Executive Producer
Eric David Johnson aka DJ Bunny Ears, SVP Executive Integrated Music Producer
Dan Gross, Music Producer
Jamie Jou, Music Business Manager
Natalie Hernandez, Business Manager
Account
Scot Beck, EVP Executive Account Director
Caroline Fuller, VP Account Director
Molly Vossler, Account Supervisor
Ellery Gitkin, Account Executive
Jessica Foster, Assistant Account Executive
Strategy
Laura Frank, VP Strategy Director
Sydney Hausman, Associate Strategist
Project Management
Janelle Jordan, Project Manager
Production
Production Company: The Reserve Label
Director: The Chartrands
Executive Producer: Ryan Slavin
Producer: Ari Weiner
Production Supervisor: Robert Gustafson
Director of Photography: Justin Gurnari
Production Designer: Kelly McHehee
Editorial
Edit Company: Cosmo Street Editorial
Editor: Aaron Langley
Executive Producer: Maura Woodward
Head of Production: Luiza Naritomi
Senior Producer: Paolo Solarte
Assistant Editor: George Irizarry
Music
Music Company: Human
Composer: Seth Fruiterman
Creative Lead: Morgan Visconti
Executive Producer: James Wells
Audio Post
Audio Post Company: Post Human
Mix by: Sloan Alexander
Senior Producer: Craig Caniglia
Audio Assistant: Rob Suchecki
Sound Design by: Daryl Pinsdorf
VFX
VFX Company: MPC
Executive Producer: Camila DeBiaggi
Producer: Anna Kravtsov
2D Lead: Tom McCullough
2D Team: David Anger
2D Team: Thiago Porto
Colorist: James Tillet
