New York Lottery and HGTV network, a Warner Bros. Discovery property, have teamed up for the first time ever to introduce HGTV’s My Lottery Dream Home Scratch-Off – a new game with a grand prize of $1,000,000 – via a campaign that encourages New Yorkers to “find your dreams a home.”
Together with McCann New York, the New York Lottery launched the campaign with a story of a humble, aspirational little beaver to demonstrate how everyone has dream-home dreams.
The cinematic Lottery spot takes audiences on a magical journey into our Beaver’s world, who scratches off a winner and makes his dream home a reality. Director Martin Jalfen of Reverse and Hinge VFX/Post conceived the richly immersive world where our mammal is brought to life.
Every little detail worked to make this story feel tangible and, above all, humanly relatable. As the state mammal of New York, the beaver’s desires represent every New Yorker’s hopes and dreams of upgrading their abode. Watch the Beaver play the Lottery below:
REELated:
This Lottery campaign will run from April 10th to June 4th across broadcast, social, OOH, print, and digital.
CREDITS:
CLIENT: New York Lottery
AGENCY: McCann New York
- Pierre Lipton – Co-Chief Creative Officer
- Shayne Millington – Co-Chief Creative Officer
- Dominick Baccollo – SVP, Executive Creative Director
- Jason Ashlock – SVP, Executive Creative Director
- Daniel Kim – SVP, Group Creative Director
- Justin Chen – SVP, Group Creative Director
- Nikki Maizel – EVP, Executive Account Director
- Nancy Tynan – SVP, Group Account Director
- Molly Vossler – VP, Account Director
- Ana Gonzalez – Senior Account Executive
- Laura Frank – EVP, Executive Strategy Director
- Emily Brown – SVP, Group Strategy Director
- Billy LePage – Associate Strategy Director
- Amanda Lang – Senior Project Manager
- Jackie Sheehan – Project Manager
- Aaron Kovan – Chief Production Officer
- Natalie Hernandez – Business Manager
- Dave Herman – SVP, Executive Producer
- Colleen Dahlstrom – Senior Music Producer
- Jamie Jou – Director of Music BA Licensing
PRODUCTION COMPANY: Reverse
- Director: Martin Jalfen
- EP/Founder: Thibaut Estellon
- Line Producer: Chris Palladino
- DP: Adam Carboni
- Production Designer: Brad M. Bailey
VFX/POST: Hinge
- Executive Producer: Roland Gauthier
- Animation Director: Alex Tysowsky
- VFX Supervisor: Terell Seitz
- Senior Producer: Mark Axton
- Post Production Coordinator: Raquell Lyman
- CG Team: Ken Kurras, Shannon Widjaja, Andrew Nawrot, Paul Liaw, Terrance Tornberg, Bo Mosley
- Sound Design & Audio Mix: Digital One
- Senior Sound Designer & Mixer: Eric Stolberg
COLOR: Color Collective
- Colorist: Alex Bickel
- Colorist: Alex Jimenez
MUSIC: Human
- EP: James Dean Wells
- Creative Lead: Morgan Visconti
- Composer: Ed Dunne
SOUND DESIGN: Post Human
Sound Design: Sloan Alexander
