Campaign details
Brand: NY LotteryAgency: McCann New YorkCountry: United States
Why is this work relevant for Creative Strategy?
The New York Lottery is brand with a conventional playbook that's been working for over 50 years. But never before had the state experienced something quite like a global pandemic. Suddenly, what a lottery ticket represented – wealth, money, escapism – wasn't what New Yorkers valued in that moment. So, we broke the rules to create The New York Series – a limited edition game that tapped into the fierce love New Yorkers have for their state...