New York Lottery: You'd Make a Way Better Rich Person
Agency: McCann New York
Summary
This is how Lotto took back its title as New York's jackpot game.
As the game that's made more New Yorkers rich than any other game, we set out to reverse LOTTO'S declining sales and relevance. First step was to address its lack of a distinct identity by infusing the game with a quintessential New York attitude. Culturally, we embraced the average New Yorker's disbelief and overall disapproval of the extravagant spending habits among New York's most wealthy elite. Thus, the campaign, "You'd Make...