You'd Make a Way Better Rich Person, Says New York Lotto Campaign

Ads and 'Field Guide' via McCann Highlight Wealthy Weirdos

Published On
Nov 02, 2015

Editor's Pick

The New York Lotto's latest campaign affectionately highlights some of the eccentric habits of wealthy New Yorkers -- all in order to show you that you'd make a "better rich person."

Four new TV ads, plus a print and outdoor campaign, by McCann New York, bring caricatured examples of New York's spending habits to life -- the wealthy heir who bathes in expensive wine, the internet start-up guru who buys solid gold staples, the woman who spent a fortune becoming a pet whisperer and, seen here, the guy who spent millions on a dead bat for his bat collection. The spots, which also remind viewers that Lotto has made more millionaires out of more New Yorkers than any other in-state game, were directed by O Positive's Jim Jenkins.

The campaign also includes an amusingly illustrated "Field Guide" to identifying eccentric wealth at Here, New Yorkers can discover exactly which type of Rich Person they would be better than if they were wealthy, and find out more about some of the characters that appear in the ads.


Nov 02, 2015
Brand :
New York Lottery
Client :
New York Lottery
Agency :
McCann-New York
North American Chief Creative Officer :
Eric Silver
Chief Creative Officer :
Tom Murphy
Chief Production Officer :
Nathy Avriam
Executive Creative Director :
Mat Bisher
Executive Creative Director :
Grant Smith
Group Creative Director :
Jillian Goger
Writer :
Grant Smith
Writer :
Jillian Goger
Creative Director :
Matt Swinburne
Creative Director :
Raphael Milczarek
Art Director :
Raphael Milczarek
Senior Copywriter :
Chauncey Hollingsworth
Art Director :
Stephen Icardi
Art Director :
Zoe Kessler
Copywriter :
Molly Wilkof
Senior Integrated Producer :
Deb Archambault
Senior Integrated Producer :
Loly McIndoe
Senior Integrated Producer :
Bryan Litman
Senior Print Producer :
April Gallo
Group Account Director :
Lauren LaValle
Account Supervisor :
Geordie Larratt-Smith
Account Executive :
Rachel Heiss
Executive Planning Director :
Mike Medeiros
Associate Social Director :
Kenny Gold
Digital Strategist :
Caitlin Bishop
TV Production Company :
O Positive
Director :
Jim Jenkins
Executive Producer :
Ralph Laucella
Producer :
Marc Grill
Production Manager :
Brynn Maguire
Post TV :
Mackenzie Cutler
Editor :
Ian MacKenzie
Assistant Editor :
Mike Leuis
Executive Producer :
Sasha Hirschfield
Radio :
Pomann Sound
Mixer/Sound Designer :
Justin Kaupp

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