Take 5 has the best odds of any NY Lottery game. So we compared them to impossible odds. We wrote spots that resemble movie moments and introduced Take 5 as the winnable way out of epically dire situations.
Odds of Love and Spy Mission - Directed by Speck/Gordon.
Medieval and UFO - Directed by Tom Kuntz.
New York Lottery – Odds of Love
2019 One Show Shortlist – Online Films – Short Form
2019 One Show Shortlist – TV – Long Form
2019 One Show Shortlist – Moving Image Craft – Writing
2019 Webby’s Nominee – Scripted Video
2018 Clios Shortlist – Film Technique, Original Music
2018 Shoot Magazine – Spot of the Week
2018 Creativity – Editor’s Pick
New York Lottery – Spy Mission
2019 One Show Shortlist – Online Films – Long Form
2019 One Show Shortlist – TV – Long Form
New York Lottery - Medieval
2018 A-List Hollywood Awards Shortlist – Film Advertising Craft, Copywriting
2018 New York Festivals – Finalist FILM / CINEMA / ONLINE / TV: Products & Service /
2017 The Drum Pick of the week
2017 Creativity – Editor’s Pick
New York Lottery – Take 5 UFO
2018 New York Festivals - Finalist FILM / CINEMA / ONLINE / TV / Products & Service
“Black Titanium” is a ridiculous name. It could be a super villain. A fancy cologne. Even a heavy metal band. But it’s none of those. It’s a Scratch-Off game from the New York Lottery.
So we created a campaign that defined what Black Titanium is, by making fun of what it isn't.
Black Titanium sounds like the name of a heavy metal band, so we created one. We put a fake band on Spotify with a fake EP and drove traffic with real Spotify artist ads. When people got to the band page, they learned "Black Titanium" wasn't a band at all. And the songs were actually balls-to-the-wall ads that fucking rocked. Judges at the One Show, Clios, and ADC thought so, too.
//
2021 Clio Silver - Copywriting, Digital/Mobile/Social Craft (2021) – Campaign
2021 Clio Bronze – Streaming/Downloadable Content, Audio (2021)
2021 Clio Bronze – Copywriting, Audio Craft (2021)
2021 Clio Bronze – Music Audio Craft (2021) – Hot Cash
2021 Clio Bronze – Sound Design, Digital/Mobile/Social Craft (2021) – Campaign
2021 Clio Shortlist – Audio, Branded Entertainment & Content (2021)
2021 Clio Shortlist – Music, Audio Craft (2021) – Campaign
2021 Cannes Shortlist – Social – Social Content Placement (2021)
2020 One Show Silver – Digital Craft: Visual & Audio Craft/Music
2020 One Show Silver – Mobile: Craft/Writing
2020 One Show Bronze – Interactive & Online: Craft/Writing
2020 One Show Merit – Digital Craft: Visual & Audio/Sound
2020 One Show Merit – Experiential & Immersive: Craft/Use of Sound
2020 One Show Merit – Experiential & Immersive: Innovation in Experiential
2020 ADC Bronze – Digital Copywriting
2020 ADC Merit – Social media wildcard
2020 One Show Merit – Radio & Audio: Innovation
2019 Epica Bronze – Branded Content/Native Advertising
2020 Webbys – Best Launch Nominee
2020 Webby’s Mobile Campaign Nominee
2020 Webby’s Media & Entertainment Honoree
//
Campaign Live, Creativity, The Drum, Muse by Clio, Shoot Online, Metal Injection, Metal Insider, Metal Sucks
The ability to work with data will be the most in-demand job skill by 2030. That's huge for SAS, the world's leading data analytics company. Unfortunately, less than half of kids understand data. But they do understand baseball–a sport that's already deep in data science. We used kids' love of the game to pitch them on the power of data.
The Batting Lab, an AI-powered batting cage that tracks a batter’s stance, swing, ball-flight statistics and more. It collects 50,000 data points per swing and gives real-time feedback–a first ever.
We invited kids to the Batting Lab to improve their swing. Little did they know, we were actually teaching them about data. It was like hiding broccoli in the Mac & Cheese.
//
2023 Clio Bronze – Creative Use of Data-Creativity/Storytelling/B2B
2023 Clio Shortlist – Creative Use of Data –Targeting/B2B
2023 Cannes Shortlist – Creative Data – Data Technology
2023 ADC Awards Gold Cube – Architecture/Environmental Design Innovation
2023 ADC Awards Silver Cube – AI – Process
2023 ADC Awards Bronze Cube – Architecture/Environmental Design Craft – Use of Technology
2023 ADC Awards Finalist – AI – Idea
2023 ADC Awards Shortlist – AI – Application
2023 ADC Awards Shortlist – AI – Execution
2023 ADC Awards Shortlist – Data Visualization
2023 ADC Awards Shortlist – Live Experiences – Installations
2023 One Show Finalist – Design-Spatial Design – Experiential & Immersive
2023 One Show Shortlist – Creative Use of Data-Data Visualization - Dynamic / Responsive
2023 One Show Shortlist – Creative Use of Data-Targeting
2023 One Show Shortlist – Creative Use of Data-Use of Technology
2023 One Show Shortlist – Design-Data Visualization - Static or Dynamic
2023 One Show Shortlist – Experiential & Immersive-Responsive Environments
2023 One Show Shortlist – Experiential & Immersive-Craft - Data Visualization
2023 AICP Next Shortlist – Creative Data
2023 AICP Next Shortlist – Digital Experiences
2023 AICP Next Shortlist – Innovation
2023 D&AD Shortlist – Digital Design – Connected Experiences
2023 Effie Winner – Business to Business – Products
2023 Webby Winner – Apps & Software – Learning & Education
2023 Webby People’s Voice – Apps & Software – Learning & Education
2023 Webby Nominee – Advertising, Media & PR – Installation or Exeperience
2023 Effie Finalist – Software
2022 Shorty’s – IMPACT Award for Education
2022 Today Show
2022 Shots
2022 Adweek Ad of the Day
2022 Muse
2022 LLB
In a first for the McCann-Lottery partnership, we created a product from the ground up. It was the first Scratch-Off launch since COVID-19, so we wanted to deliver something New Yorkers could be proud of.
First, we named and designed the game. The New York Series featured landmarks from across the state, purposely crafted with intricate black and white line art. It was a more minimalist approach, a welcome departure from the typical multi-colored Scratch-Off. Lucky to have Vi Luong design the tickets.
Then, we crafted the advertising. “All Aboard,” brings the Scratch-Offs to life, taking viewers on a flying train ride across the state.
Won metal at the Andy's, Clios, ADC and more. But best of all, they won the award for best new Scratch-Off game in North America for our client.
Directed by Yves Geleyn from Hornet.
//
2022 Andy Awards – Gold CRAFT
2022 Clio Bronze – Print/OOH – Typography
2022 Clio Bronze – Print/OOH – Illustration
2022 One Show Shortlist – Design Craft – Art Direction
2022 One Show Shortlist – Design Craft – Illustration
2022 ADC Bronze Cube – Illustration Promo/Collateral – Series
2022 ADC Merit – Brand / Communication Design - Branding Identity/Print
2022 ADC Shortlist – Typography Advertising
2022 ADC Shortlist – Typography Lettering
2022 ADC Shortlist – Advertising Art Direction – Direct – Series
2021 Cannes Shortlist – Design – Creation of New Brand Identity
2021 LIA – Silver – Design: Art Direction Campaign
2021 Epica Awards – Bronze – Illustration
2020 Creativity
For holiday Scratch-Off season, we ditched the typical Christmas stories and created our own fable based on NYC's favorite mascot - the bodega cat. We took a furry feline out of the corner store and set it off on an epic journey through the cold and snowy streets of the city to deliver holiday cheer.
Fast Company rated it one of the best holiday ads of 2017. It's been re-run in multiple years since by popular demand of Lottery players. I like to think Santa would be proud.
So, so, so lucky to have Jake Scott direct this. He made it look awesome.
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The recruitment of top engineers is the new space race. So, to find the best and the brightest minds on planet Earth, we challenged students to unlock the universe. The students smart enough to unlock a 14-foot high inky black box, were offered jobs at Lockheed Martin.
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2020 ADC Merit – Digital Experience mixed reality
2020 ADC Bronze – Experiential Design – Stunt
2020 ADC Bronze – Experiential design – Installation
2020 Effie Silver – Brand Experience: Live
2020 Effie Silver – Government, Institutional & Recruitment
2020 One Show Merit – Branded Entertainment: Games/Digital & Physical
2020 One Show Merit – Out of Home: Experiential & Installation/Brand Installation
2020 One Show Merit – Out of Home: Innovation in Out of home
2020 One Show Merit – Design: Spatial Design/Architecture
2020 One Show Merit – Design: Out of Home/Brand Installation
2020 One Show Merit – Branded Entertainment: Experiential/Brand installation
2019 D&AD Silver/Graphite – Digital Design/Digital Environments
2019 D&AD Shortlist – Experiential/Use of Technology
2019 Clio Silver – Design/Direct Marketing
2019 Clio Silver – Design/Spatial Design
2019 Clio Shortlist – Innovation
2019 LIA Gold – Design: Client Promotion
2019 LIA Silver – Design: experiential Design
2019 Cannes Shortlist – Design/UX, UI & Journey Design
2019 Cannes Shortlist – Design/Spatial & Sculptural Exhibitions and Experiences
2019 Cannes Shortlist – Media/Large Scale Ambient
2019 Creativity – Editor’s Pick
2019 Adweek Project Isaac Awards – Marketing & Advertising – Design Invention
2019 Adweek Project Isaac Awards – Media – Ad Tech Invention
2019 Adweek Project Isaac Awards – Media – Out-of-Home Media Invention
2019 Epica Gold – Branded Content – Branded Games
2019 Epica Silver – Events
2019 Epica Bronze – Promotions & Incentives
//
The New York Lottery had just released a new Augmented Reality scratch-off ticket that people could play on their phones. It worked like a basketball video game that released gold coins from the hoop if you won. We took that video game world, into the real world with a hidden camera stunt that made it rain on real New Yorkers.
//
I grew up watching Derek Jeter play for the Yankees, so this one was special.
We gathered some of the best Little League talent—and one Big Leaguer—from across the country to pay tribute to one of the best.
ADWEEK writes that MLB's Jeter spot
“…is the most poignant and moving Jeter tribute of the season, because it eschews grandeur and hype to focus on the future Hall of Famer's most important legacy: the generations who grew up idolizing No. 2."
USA Today
Huffington Post
Mashable
Adweek
Shoot Online
Ads of the World
Little Black Book
Cash4Life is a different kind of Lottery game. It pays out a different kind of prize: $1,000 every single day, for the rest of your life. So we asked a different kind of question. How would you spend your days, not your dollars?
The mayor of "Small Town" was Noam Murro.
"All The Foods" was directed by The Chartrands.
//
A Shot Worth Taking isn't just the Hornitos tagline. It's a belief that nothing great ever happens without taking a chance. This spot celebrates taking those first steps into the unknown.
Gasp! The New York Lottery’s Cash Multiplier Series can multiply your winnings, dramatically. We leaned into that spirit by creating our own daytime soap opera.
Directed by the always pitch-perfect Terry Timely
With Vine, we saw an opportunity to bring clever home improvement tips to life. In a series called Lowe's Fix in Six, we filmed and shared over 60 six-second how-to hacks that were as entertaining as they were useful.
Production of the Vines was quick and simple. We shot everything in-house using an iPhone and stop-motion animation techniques. There was no editing, so if we messed up, we had to start over.
Fix in Six was hailed as a first-of-its-kind campaign. It was recognized by the press and users alike for bringing compelling content to a platform often associated with trivial curiosities.
// AWARDS //
2014 One Show Gold / Interactive / Social Media / Branded Social Campaign
2014 One Show Gold / Interactive / Social Media / Best Use of Social Network
2014 One Show Silver / Advertising / Digital Direct / Social Media Viral
2014 One Show Merit / Interactive / Brand Transformation
2014 One Show Merit / Interactive / Online Films & Video / Branded Microvideo
2014 Clio Award / Silver / Digital/Social / Campaign
2014 ANDY Awards / Gold / Social / Retail
2014 ADC Cube / Gold / Interactive / Online Content / Web Series
2014 ADC Cube / Silver / Interactive / Social / Communities
2014 Kinsale Shark Awards / Gold / Digital / Campaign
2014 New York Festivals / Second Prize Award / Branded Entertainment
2014 New York Festivals / Second Prize Award / Digital
2014 New York Festivals / Finalist Award / Film
2014 New York Festivals / Finalist Award / Digital Website/Microsite
2014 D&AD / In Book / Online Branded Films
2014 D&AD / In Book / Use of Social Media
2014 AICP Next Award / Social Campaign
2014 AICP Next Award / Website/Microsite
2014 Best of Show / National ADDY
2014 Webby Nominee / Social Media Campaign
2014 Webby Nominee / Best use of Video
2014 Advertising Age Viral Video Awards / Best Micro-Video Campaign
2014 O'Toole Awards for Creative Excellence / O'TooleBox
2014 SXSW Interactive Awards Finalist / Social
2013 Caples Awards / Silver / Content Marketing
2013 London International Awards / Silver / Best Use of Social Media
2013 London International Awards / Bronze / Branded Content
2013 Mashable Mashies Award / Best in Show
2013 Mashable Mashies Award / Best Use of Vine
2013 Cannes Cyber Lion / Bronze / Best Video / Lowe's "Stripped Screw" Vine wins a Bronze Cyber Lion. Win marks first ever for the brand at Cannes. /
// PRESS //
BBDO Agency of the Year Interview - Andrew Robertson talks Vine - Lowe's Fix in Six
AdAge Best Ads of 21st Century Nominee - 2013 Lowe's Fix in Six
Fast Company: The world's top 10 most innovative companies in advertising - BBDO NY
Creativity 2013 Agency of the Year: BBDO New York
Creativity - Best Of 2013: Interactive & Integrated
Creativity - 2013's Most Inspiring Moments In Brand Creativity
Fast Company Best Ads 2013
Google Creative Sandbox
Ad Age - 2013 Ads We Loved
Twitter Creative Favorites
Creativity Ad of the Day
Mashable
Business Insider
Fast Company
Forbes Article: Lowe's CMO Interview
To launch the new Collect N’ Win App from the New York Lottery, we enlisted a true New Yorker as our spokesperson—in the form of a talking baseball glove. This iconic character will guide players through scanning their lottery tickets, earning rewards, and discovering exclusive prizes, making the app a must-have for sports fans and players across the state.
Everyone who plays the lottery dreams of what they'd do if they won – but sometimes it’s hard to picture these dreams becoming a reality. So, we asked New Yorkers to picture what they'd do if they won and comment on social media with their most out-of-this-world fantasies. Then we brought those fantasies to life in a powerful and interesting way using an AI Image Generator.
The combined AI and real-time response campaign was the first of its kind for New York Lottery. And by using Shutterstock’s brand-safe AI Image Generator, we were able to secure image rights and offer compensation to artists whose work contributed to the development of the model.
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The rare piece of work that writes itself. The brief was to launch a Scratch-Off game called, "Bacon." Whelp, the smell of bacon gets us all out of bed in the morning, so we encouraged people to "Wake up and smell the win."
Brought to life by Director Conor Byrne and Mssng Peces.
Flipside is a how-to Instagram video series that turns the mobile video on its head. The top half shows what happens when you neglect your home, the bottom half shows you how to care for it. With the screen format locked on Instagram, users will need to flip their phones to see the opposite side.
#lowesflipside
// AWARDS //
Cannes Bronze Cyber Lion
Social Innovation Campaign-Community Building
Cannes Cyber Shortlists:
Social Innovation Campaign - Retail
Social Innovation Campaign: Integrated Multiplatform Campaign
Content Placement
Cannes Mobile Shortlists -
Targeted Communication
Clios -
Bronze Social Innovation Campaign
Communication Arts Advertising Annual -
Interactive Advertising
Mashies Awards -
Best Use of Instagram
London International Awards -
Social Innovation Campaign – Digital Use of Social-Silver
Digital Retail, Digital Branded Content (2x Bronze)
Plant A Tweet is a socially planted and nurtured garden of tweets (or plants) created entirely by Lowe’s fans. Visitors compose tweets made of ASCII characters that resemble plants, then plant the tweet in the garden, which simultaneously posts their plants to Twitter for all their friends to see. As the community grows, so does the garden. Visitors virtually grow tweets by retweeting the original tweet on Twitter, checking in at Lowe’s on Foursquare, or pinning it on Pinterest. Each action completed earns points, growing the tweet just a little bit more until it blooms.
To gamify the experience, we offered a Lowe’s gift card as an incentive to grow their plants into beautiful flowers. Gamifying the garden created a sense of urgency, and the campaign quickly turned into a community-driven experience, with users helping share and grow the garden. The experience provided a beautiful brand and social opportunity, prompting engagement and ultimately bringing customers into Lowe’s stores to use the gift cards, resulting in a larger purchase far beyond the simple reward.
