NY Lottery Is on a Mad Search to Find a Missing Brooklyn Millionaire

A 'Cash4Life' Winner Has Only Days to Claim Big Prize

Published On
Jul 22, 2015
Missing Millionaire

Editor's Pick

About a year ago, one hopeful New Yorker (or someone strolling through Canarsie that day) purchased a Cash4Life ticket at the Milky Way Deli at 1669 Ralph Avenue in Brooklyn. Unfortunately, that customer apparently never checked to discover that all the numbers on his or her ticket 05, 20, 35, 43, 48 and 03 matched all six digits from the July 24, 2014 Cash for Life drawing.

The jackpot would make the deli patron a millionaire at $7 million, but he or she only has a couple days to come forward since prizes can be claimed only up to a year after the drawing. So the New York Lottery, with the help of McCann New York, is out to help that "missing millionaire" with a new flier campaign being distributed throughout the neighborhood where the ticket was purchased.

The fliers look like familiar neighborhood local postings about lost dogs or cats, but the reward offered, of course, promises to be much more bountiful.

"We're making one last effort to find the winner of this $7,000,000 jackpot prize, but there are only four days left to claim it," said Gardner Gurney, acting cirector of the Division of the Lottery in a statement. "We are urging players to check and double-check their tickets one last time before it is too late."

In case you're the missing millionaire, Lottery officials urge you to sign the back of your ticket and call them ASAP at 518-388-3370. Otherwise, the prize will be thrown back into the pool.


Jul 22, 2015
Brand :
NY Lottery
Client :
NY Lottery
Agency :
McCann Erickson-New York
Regional Chief Creative Officer, North America :
Eric Silver
Co-Chief Creative Officer :
Sean Bryan
Co-Chief Creative Officer :
Tom Murphy
Executive Vice President, Executive Creative Director :
Grant Smith
Executive Vice President, Executive Creative Director :
Mat Bisher
Creative Director :
Raphael Milczarek
Senior Art Director :
Sherman Winfield
Senior Copywriter :
Andy Sciamanna
Art Director :
Tim Min
Copywriter :
Tali Gumbiner
Senior Producer :
Bryan Litman
Integrated Producer :
Katie Henry
Original Content Creator :
Augie Praley
Original Content Creator :
Sebastian Savino

Need a credit fix? Contact the Creativity Editors

Project Type