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

Published On
Oct 05, 2020

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. 

New York Lottery

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.
 

Drawing of the Adirondacks

Drawing of an amusement park

Drawing of the Brooklyn Bridge

Drawing of the Finger Lakes

Drawing of Niagara Falls

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
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

Need a credit fix? Contact the Creativity Editors