For its first major campaign since COVID-19 sent the country into quarantine, the New York Lottery brings artful depictions of the state’s landmarks to both its tickets and advertising. The organization worked hand-in-hand with McCann to create both its ticket designs and a new fantastical black-and-white animated spot (above), directed by Yves Geleyn via Hornet.
For the new tickets, the agency tapped N.Y. artist Vi Luong to create delicate, retro-style black-and-white line drawings of New York destinations such as the Brooklyn Bridge, Niagara Falls and Coney Island, images which are sure to stand out in the sea of vibrant and rainbow-colored scratch-offs on display at mini-marts and bodegas.
The animated spot, “All Aboard,” continues that theme with a subway train taking a fantastical tour past the destinations, set to a new rendition of Vernon Duke’s classic jazz tune, “Autumn in New York"—an escapist ride that New Yorkers, or anyone still feeling the weight of the pandemic, might appreciate right now.
The campaign will be running through November 15 across broadcast, out-of-home, print, social and digital.