The Brooklyn Bridge, Niagara Falls and other landmarks come to life for the New York Lottery
McCann helped develop everything from the scratch-off designs and spot for organization's first major campaign since lockdown began
Editor's Pick
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.
Credits
- Date
- Oct 05, 2020
- Client :
- New York Lottery
- Agency :
- McCann-New York
- North American Chief Creative Officer :
- Eric Silver
- McCann New York Chief Creative Officer :
- Sean Bryan
- McCann New York Chief Creative Officer :
- Tom Murphy
- EVP Executive Creative Director :
- Mat Bisher
- SVP Group Creative Director :
- Jason Ashlock
- SVP Group Creative Director :
- Dominick Baccollo
- Creative Director :
- Emily Salas
- Creative Director :
- Tyler Gonerka
- Senior Writer :
- Noah Benezra
- Senior Art Director :
- Antony Rush
- Chief Production Officer :
- Nathy Aviram
- SVP Executive Integrated Producer :
- Andrea Kaye
- Producer :
- Mackenzie Reif
- Business Manager :
- Natalie Hernandez
- SVP Executive Music Producer :
- Eric Johnson
- Business Manager Music :
- Jamie Jou
- EVP Executive Account Director :
- Nikki Maizel
- SVP Group Account Director :
- Caroline Fuller
- Account Director :
- Molly Vossler
- Account Executive :
- Carolyn Martin
- Project Manager :
- Michael Gonzalez
- SVP Group Strategy Director :
- Laura Frank
- VP Strategy Director :
- Emily Brown
- Senior Social Strategist :
- Grace Freeman
- Community Manager :
- Jordana Judson
- Ticket Artist :
- Mister Vi
- Production :
- Co Hornet
- Director :
- Yves Geleyn
- Managing Director :
- Hana Shimizu
- Head of Production :
- Greg Bedard
- Head of Creative Development :
- Kristin Labriola
- Executive Producer :
- Hana Shimizu
- Senior Producer :
- Dez Stavracos
- Editor :
- Anita Chao
- Assistant Editor :
- Olivia Sack
- Assistant Editor :
- Noah Rauchwerk
- Associate Producer :
- Annalee Walton
- Production Coordinator :
- Nico Benenati
- Art Director :
- Natalie Labarre
- Art Director :
- Tavet Gillson
- Storyboard Artist :
- Natalie Labarre
- Storyboard Artist :
- Yves Geleyn
- Character Designer :
- Natalie Labarre
- Environment Designer :
- Vi Luong
- Environment Designer :
- Song Kang
- Environment Designer :
- Tavet Gillson
- Environment Designer :
- Nicola Coin
- Train Layout Design :
- Fred Gardner
- Additional Design :
- Aga Kubish
- 2D Animator :
- Maxime Jouniot
- 2D Animator :
- Hyo Bin Kang
- 2D Animator :
- Dahui Wang
- 2D Animator :
- Sami Healy
- 2D Animator :
- Adam Bohorquez
- 2D Animator :
- Janelle Feng
- Motion Design :
- Jordan Scott
- Motion Design :
- Seongjin Yoon
- Motion Design :
- Tavet Gillson
- Compositor :
- Bil Thompson
- Compositor :
- Seongjin Yoon
- Compositor :
- Tavet Gillson
- Compositor :
- Jordan Scott
- Compositor :
- Nicola Coin
- Additional Compositing :
- Richard Lampasone
- CG Pre-Viz :
- Winnie Feng
- CG Train :
- Maxime Jouniot
- Music by :
- Human Worldwide
- Creative Lead :
- Andrew Bloch
- Creative Lead :
- Morgan Visconti
- Arrangement By :
- Morgan Visconti
- EP :
- James Dean Wells
- Audio :
- SonicUnion
- TVC Mix Engineer :
- Steve Rosen
- VO Artist English :
- Miriam Hyman
- AVO Artist English :
- Joel Perez
- VO Artist Spanish :
- Nicole Betancourt
- AVO Artist Spanish :
- Gabriel Gutierrez
- GSTV Mix :
- Engineer Paul Weiss
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