Get your dog paws ready. The New York Lottery is launching the new $1,000,000 Lucky Dog Scratch-Off Series.
Our friends at McCann New York helped develop and create both the product and the campaign, which asks the question, how would your dog spend a million dollars?
The tickets themselves are elegantly designed with bright colors and twelve different dogs begging to be scratched. The campaign launches on National Pet Day (April 11th) with a spot called, “Road Dogs.”
Directed by JJ Adler of Ruckus, the piece features a pack of dogs hitting the road in winning style. It leans into the joy that every dog feels when they stick their head out of a car window. But in this case, the car is a limousine. Delightfully shot, it’s full of wind-swept hair, flopping tongues, and little bit of drool. Watch below:
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Local dog influencer @HudsonBeGood will be playing along, encouraging New Yorkers to share pictures of their dogs on Facebook and Instagram for the New York Lottery’s Daily Doggo Photo Challenge where players can participate from April 11th – April 17th.
The campaign continues on May 18th, with the release of Doggy Tracks. The Lottery will be releasing an original song created using the sounds that dogs love. It features sounds like wind chimes, squeaky toys, bird chirps, and more, remixed for dogs and hoomans alike.
Doggy Tracks will drop as music video directed by Juan Zuleta. Dog influencer @marleyinnyc will also be spreading the word and encouraging New Yorkers to submit reaction videos of their dogs listening to the track.
Follow the campaign using #NYLuckyDog and www.nyluckydog.com. It will be carried across TV, radio, OOH, print, social, and other digital executions April 7 through June 5.
CREDITS:
CLIENT: New York Lottery
AGENCY: McCann New York
- Shayne Millington – Co-Chief Creative Officer
- Pierre Lipton – Co-Chief Creative Officer
- Dominick Baccollo – SVP, Executive Creative Director
- Jason Ashlock – SVP, Executive Creative Director
- Noah Benezra – Associate Creative Director
- Antony Rush – Associate Creative Director
- Gina Senese – Senior Art Director
Ticket Design
- Kiko Mattoso – VP, Creative Director
- Rafa Segri – VP, Creative Director
- Noah Benezra – Associate Creative Director
- Antony Rush – Associate Creative Director
Doggy Tracks
- Noah Benezra – Associate Creative Director
- Gina Senese – Senior Art Director
- Sarah Wagner – Senior Art Director
Production: McCann New York
- Aaron Kovan – Head of Production
- Katie Boyko – Executive Producer
- Eric Johnson – SVP Executive Music Producer
- Colleen Dahlstrom – Music Producer
- Madison Rowe – Junior Music Producer
- Natalie Hernandez – Business Manager
- Krenzy Varga – Talent Manager
- Jessica Gelbart – Talent Manager
- Mark Kaufman – Senior Traffic Manager
- Sabrina Natalio – Traffic Manager
Account Management
- Nikki Maizel – EVP, Executive Account Director
- Molly Vossler – VP, Account Director
- Christina Harman – Senior Account Executive
- Ana Gonzalez – Account Executive
- Ann-Marie Abril – Senior Project Manager
Strategy
- Laura Frank – SVP, Group Strategy Director
- Emily Brown – VP, Strategy Director
- Billy LePage – Senior Strategist
- Kara Haynesworth – Associate Social Strategy Director
- Jordana Judson – Community Manager
PRODUCTION COMPANY: Ruckus Films
- JJ Adler – Director
- Greg Jones – Managing Director
- Head of Production – Sabrina Mossberg
- Matt O’Shea – Producer
- Production Manager – Moire Hurley
EDIT: Cartel
- Kevin Zimmerman – Editor
- Colleen McKay – Assistant Editor
- Lauren Bleiweiss – Executive Producer
- Jamie Lynn Perritt – Senior Producer
Finishing/VFX: Framestore Pictures
- Victoria Osborn – VFX Supervisor / Creative Director
- Brian Drucker –Creative Director
- Nate Diehl – CG Supervisor
- Sebastien Boulange – Compositing Supervisor
- Abhishek Singh, Elaina Brillantes, Jonathan Jobin, Kane Herd – Compositors
- Yarim Machado – CG Animator
- Leslie Clark – CG Modeler
- CG Asset Technical Director – Ariadna Nussberg, Leslie Clark
- Ryan Robinson– CG Generalist
- James Cudahy – Finishing Artist
- Coy Yuan – Design/Animato
Nick Fraser – Executive Producer - Michael Brown – Senior Producer
- Emma Eckhoff – Production Coordinator
COLOR: Company 3
Kath Raisch – Colorist
Audio: Wave Studios
- Isaac Matus – Sound Designer + Mixer
- Eleni Giannopoulos – Producer
Doggy Tracks Production
CRAFT
- Juan Felipe Zuleta – Director
- Adam Hirsh – SVP Head of Content North America
- Zoe Greene – Senior Producer
- Juan Sebastian – Producer
EDIT: White House Post
- Matt Badger — Editor
- Caitlin Grady – Executive Producer
- Ryan Smith – Producer
MUSIC: JSM
- Joel Simon – CCO/CEO
- Jeff Fiorello – VP/Executive Producer
- Norm Felker – Sr Producer
- Andrew Manning – Sr Producer
- Sharon Cha – Producer
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