NY Lottery - NY Series

To launch the first NY Lottery campaign since COVID we started by building the product from the ground up. We worked with NY artist Vi Luong to create scratch-offs with delicate, retro-style black-and-white line drawings of New York destinations such as the Brooklyn Bridge, Niagara Falls and Coney Island. It was a huge design departure from the sea of vibrant and rainbow-colored scratch-offs on display at mini-marts and bodegas. The Yves Geleyn directed advertising was inspired by that product development. It’s hard to beat autumn in NY.

Gold ANDY, 2 Bronze Clios, Cannes Shortlist, Creativity

Jason Ashlock, Dominick Baccollo, Emily Salas, Tyler Gonerka, Noah Benezra, and Antony Rush