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By Jennifer Faull, Deputy Editor

November 13, 2013 | 2 min read

New York Lottery has launched a new campaign across TV, radio, OOH and social media, in a bid to get more New Yorkers playing its games.

Titled ‘Thoughts,’ the idea for the activity – which uses the tagline ‘What will you think about when you don’t have to think about money’ – is rooted in the insight that money and finances are two things many people think about quite frequently and once freed from those burdens, it allows you the opportunity to let your mind wander.

The 30-second TV spot depicts a lottery winner going about her day in a garden – with nothing else to think about but the most extraneous things.

Each vintage-style OOH ad depicts people in a different, luxury, setting thinking about something completely trivial. For example, whether ketchup should be considered a smoothie since tomatoes are a fruit, or that the word ‘bed’ actually looks like a bed.

The two radio spots – ‘Were-squirrels’ and ‘Oranges’ – are a humorous extensions of the TV ads.

The campaign is also encouraging people to share their thoughts using the hashtag #NYLotteryThoughts.

The activity was developed by creative partner, DDB New York.

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