NY Lottery: The New York series state of art

During the pandemic, the New York Lottery, a state-operated lottery brand who help fund education, created a limited-edition game called The New York Series, to improve the rapidly declining sales.

Campaign details

Brand: NY Lottery Agency: McCann New York Country: 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

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