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.

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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