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US Creative Work of the Week: New York Lottery goes Medieval to highlight best odds


By Kyle O'Brien | Creative Works Editor

October 25, 2017 | 2 min read

Beating the odds is a theme everyone can get on board with, which may be why the New York Lottery's latest campaign, featuring characters seeing that their odds are better playing the lottery than their current situation, is a winner this week.

The 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.

One spot shows a ragtag band of Medieval soldiers facing certain defeat, only to decide that playing the NY Lottery gives them better odds of winning. A second spot has a scientific team trying to reason with alien ships that are zapping everything around them. Again, the odds of winning the lottery seem the better choice.

The approach positions the 1-in-9 odds as the best solution to these comic scenarios, which is why our readers voted the campaign as the US Creative Work of the Week.

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.

To see both spots, click on the Creative Works box below.

If you’d like to vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

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

By New York Lottery

Overall Rating 5/5

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