Sometimes local knowledge is everything. McCann New York has made it the focus of its idea for The New York Lottery’s new Scratch-Off Games every month.
The campaign idea is Nothing Surprises a New Yorker, tapping into the humour of the extraordinary things New Yorkers witness every day. The campaign promise is that The New York Lottery is releasing an incredible US$10,000,000 Cash ticket for its scratch-its.
In each film, New Yorkers are unfazed by the absurdity around them, except for prizes they could win with the new Scratch-Off Games. The campaign plays off of real truths about the craziness of New York.
The films were directed by comedy legend, Steve Miller, of Radical Media. The campaign covers TV, OLV, OOH, radio, print and in digital coverage across all of New York State, including a New York subway train wrap, Times Square display and Penn Station takeover.
Pete Johnson, EVP, executive global creative director, McCann New York stated, “New York is a vibrant, electric, and often-mind bogglingly random place. Everyday we get hit with something unexpected, something strange, something amazing. It makes it hard to be surprised by anything really. Except for maybe how much you can win with the New York Lottery Scratch-Offs. Everyone is always surprised by that. We channelled that insight into our new work to celebrate just how oddly wonderful New York can be and always is.”
Credits
Client: The New York Lottery
Creative Agency: McCann New York
Chief Creative Officer: Shayne Millington
Creative Directors: Pete Johnson, Jess Bass & Talia Rapp
Group Creative Directors: Jacopo Biorcio & Danny Price
Art Directors: Aubrie Cardon & Ashlyn Elggren
Copywriters: Dillon Hansen & Blythe Broadbin
Producer: Tyler Neely
Business Affairs Manager: Natalie Hernandez
Manager: Krenzy Vergara
Managing Partner: Nikki Maizel
Account Directors: Nancy Tynan & Molly Vossler
Account Executive: Cara Wang
Strategy Directors: Laura Frank, Emily Brown & Elise Rodriguez
Strategist: Kyla Jackson
Project Manager: Jackie Sheehan
Communications Manager: Alex Huebner
Strategist: Tommy Boyce
Community Manager: Miriam Morales
Content Producer: Malik Dupree
Account Director: & Lorena Rangel
Account Executive: Karen Veraza
Creative Director: Erik Grunberg
Art Director: Camila Cruz
Copywriter: Cesar Davila
Production Company: Radical Us
Director: Steve Miller
Executive Producer: Gregg Carlesimo
Producers: Trevor Battaglia & Carla Tate
Production Supervisor: Rainer Hunt
Coordinator: Kathleen Sheehan
1st Ad: Gabe Bloom
Post-Production & VFX: Mackcut
Editor: Ryan Steele
Edit Assistant: Devon Flint
VFX Artist: Joseph Miller
Artist: Nick Quiles
Producers: Gina Pagano & Alex Pinkett
Colourist: Tim Masick
Producer: Gwen Frey
Sound: Mackcut
Sound Mix: Sam Shaffer
Music: Hyperballad
Creative Director: Jonathan Benedict
Executive Producer: Rob Niederpruem
Music & Sound: McCann New York
Producers: Colleen Dahlstrom & Madison Rowe
