NY Lottery - Black Titanium

“Black Titanium” sounds like it could be the name of any number of things. A high-tech smartphone. A mysterious supervillain. Even an intense heavy metal band. But it’s none of those. It’s a new scratch off game from the New York Lottery. We created ads disguised as heavy metal songs that live under the band name “Black Titanium” on Spotify. We drove to the page via two channels: Spotify audio ads that play the “songs” and encourage listeners to check out the latest album from Black Titanium; and social posts stating, “Black Titanium isn’t a heavy metal band...or is it?” When users clicked through from either channel, they were taken to the EP album page on Spotify to listen to the tracks. And when they clicked on the artist’s bio, they read that Black Titanium is not, in fact, a band. It’s a new Scratch-Off Game. Which is why these songs aren’t songs at all. They’re ads. JSM music killed these tracks. Matt Aselton directed the spot.

2 Silver One Show Pencils and 1 Bronze, Silver Clio and 4 Bronze, Bronze Art Directors Club Cube, Cannes Shortlist x3, Creativity Pick of the Day, Campaign, Muse, Metal Injection

Jason Ashlock, Dominick Baccollo, Emily Salas, Tyler Gonerka, Jack Mcnamara, Hailey Lawrence