How do you launch a movie-themed Scratch-Off called Million Dollar Premiere? The same way a studio would launch a Hollywood movie -- with an epic movie trailer. We created a fictional whodunnit movie that turns sinister when a winning Lottery ticket goes missing.
To thicken the plot, we created an unsolved mystery podcast. The 5-episode un-true audio series launched on Spotify and invited New Yorkers to listen in and help solve our totally fake crime. It was super fun long-form, written to be funny, but it never batted an eye away from the genre.
Directed by James Gray
-------{{----@ #Lowes #PlantAtweet
A social experiment that turned individual tweets into a collective virtual garden. Visitors composed a tweet using ASCII characters that was simultaneously posted to Twitter and planted as a digital flower. As people engaged, retweeted, checked in at Lowe's on Foursquare, or pinned on Pinterest, the plant grew. Each action earned points, helping the flower grow faster until it bloomed.
Lowe's offered gift cards as rewards, and the more a tweet was shared, the more valuable the card became. This created a sense of urgency and collaboration, with people helping each other grow the garden together.
The campaign increased both online engagement and in-store visits, with purchases that far exceeded the initial gift card rewards.
We asked New Yorkers to share their wildest lottery winning dreams on social, then used AI to turn those fantasies into images in real-time. This was New York Lottery's first AI-powered campaign, and we made sure to do it ethically by using Shutterstock's responsible AI generator that compensates artists and secures proper licensing.
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To promote the New York Lottery's Holiday Scratch-Offs, we produced an annual Facebook Live show for six years. In 2019, we partnered with Magda Sayeg, a social influencer and textile artist widely credited as the "mother of yarn bombing," a movement that involves wrapping urban objects in colorful knitted or crocheted material.
We started by yarn bombing the room and everything in it. To entertain our viewers, we knitted a crowdsourced ugly sweater live on Facebook. For three hours straight, Magda, along with her dog Lucy, went to work, knitting and engaging with viewers to decide what items to knit onto the sweater.
Results:
1.8M total reach
31,057 engagements
3 hours of live content
Hornitos Tequila, in collaboration with the Latin rights organization LULAC, has initiated a program dedicated to sharing vital information within the Spanish-speaking community during the COVID-19 crisis. Our partnership with LULAC involved the consolidation, translation, and design of an information toolkit covering crucial resources, ranging from health-related guidance to legal assistance.
#AyudaEnEspanol (#HelpInSpanish) was launched across social platforms to create awareness for the program. This hashtag provided a rallying cry, encouraging individuals to contribute their support in Spanish. People proudly displayed their #AyudaEnEspanol signs, sharing their reasons and stories behind wanting to help. The impact was significant, with celebrities like Eva Longoria joining the cause and contributing to the collective effort.
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)
We designed the tickets and created portraits of a dog and cat worthy of the Top Dog and Fat Cat titles. To introduce the ticket series and connect with our Instagram followers, we asked them to share a photo and some info about their pets to turn them into classically painted portraits. The finished pieces were framed and displayed exhibition style before being presented to their owners as keepsakes, along with a pile of scratch-offs.
