New York Lottery: A Better Way to Multiply by McCann Worldgroup
- Location:
Playing the X Series of Scratch-Offs from the New York Lottery gives people a chance to multiply their winnings. To announce the return of this popular game, New York Lottery highlights the unique multiplier functionality by playing off humorously misguided ways one might dream up to multiply things.
At the center of the campaign is a 30-second TV spot from McCann New York that brings the classic home inventor to the present day, creating a timely character who has had a little too much time on his hands recently. Playing the X Series is the better way to multiply, but his above-average mechanical inclination makes him less inclined to take the easy route. For him, it’s all about his homemade sci-fi contraption—The Multiplier.
The campaign will be carried across TV, radio, OOH, print, social and other digital executions beginning 11 January.
Credits
McCann New York
Co-Chief Creative Officer: Tom Murphy
Co-Chief Creative Officer: Sean Bryan
Executive Creative Director: Mat Bisher
SVP Group Creative Director: Jason Ashlock
SVP Group Creative Director: Dominick Baccollo
Executive Creative Director: Marco Muñoz
Senior Art Director: Tim Min
Senior Copywriter: David Cappolino
Senior Copywriter: Randy Cantu
EVP Executive Account Director: Nikki Maizel
SVP Group Account Director: Caroline Fuller
Account Director: Molly Vossler
Account Director: Adriana Escarcega
Senior Account Executive: Carolyn Martin
Project Manager: Michael Gonzalez
SVP Group Strategy Director: Laura Frank
VP Strategy Director: Emily Brown
Chief Production Officer: Nathy Aviram
Executive Producer: Cindi Blondell
SVP Executive Music Producer: Eric Johnson
Music Producer: Dan Gross
Business Affairs: Natalie Hernandez
VP Director Talent Payment: Terry Marcello
Talent Payment Manager: Krenzy Vergara
Production
Production Company: Mssng Peces
Director: Conor Byrne
Managing Partner: Brian Latt
Line Producer: Tyler Byrne
Director of Photography: Garrett Hardy
Edit: Cosmo Street
Editor: Aaron Langley
Head Of Production: Anne Lai
VFX: Ingenuity
Post Production: Switch
Color
Colorist: Tim Masick
Mix: Sonic Union
Audio Engineer: Steve Rosen
