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New York Lottery: All the Foods by McCann

Agency: McCann
Date: Jul 2019
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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the New York Lottery features a stripped-down acoustic rendition of “Food Glorious Food,” performed on the ukulele, and originally made famous in the musical, Oliver.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