For September, the New York Lottery has launched GRANDE, two new Scratch-Off Games with the chance to win up to $3,000,000 in cash prizes. In addition to the massive cash opportunities, the Lottery has partnered with Billboard to offer a second chance prize: one of 100 VIP trips to Billboard Latin Music Week in Miami.
The grand prize includes flights, hotel accommodations, exclusive access to the award show, private concerts, cash prizes, and swag—a true VIP experience.
The new games, designed by McCann Design, take their inspiration from the vibrant storefronts of New York’s iconic bodegas. To amplify the excitement surrounding GRANDE, McCann New York produced a unique campaign with an original Latin track, Sounds Grande, blending the everyday experience of buying a lottery ticket with a larger-than-life musical celebration.
The music video, directed by award-winning music video director Christian Breslauer from London Alley, captures the essence of a typical New York bodega. It begins with a customer casually asking about the new GRANDE Scratch-Off tickets, which sets off a surreal, VIP-themed performance led by the bodega’s cashier.
In a series of fantastical moments, the store is transformed into a dream-like stage with everything from a dancing, beat-bumping cat to singing tattoos and exploding snacks—all reinforcing the “grande” nature of the prizes. Watch below:
“We turned the classic New York bodega into a stage where dreams take center stage with the New York Lottery’s GRANDE Scratch-Off Games. By mixing everyday vibes with a splash of Latin music flair, we’re letting players feel that ‘grande’ excitement with every scratch,” said Pete Johnson, EVP and Executive Global Creative Director.
The campaign is a follow-up to McCann New York’s other successful work for the New York Lottery, including the award-winning Hands spot and the Nothing Surprises a New Yorker campaign, both of which highlighted the Lottery’s Scratch-Off Games in memorable and creative ways.
The Sounds Grande campaign can be seen across various platforms, including TV, digital video, out-of-home (OOH) ads, radio, social media, and print throughout New York State, inviting New Yorkers to experience the thrill of playing and winning with the GRANDE Scratch-Off Games.
CREDITS:
BRAND: New York Lottery
AGENCY: McCann
Creative Director: Pete Johnson
PRODUCTION COMPANY: London Alley
Director: Christian Breslauer
MUSIC: Jingle Punks
- Executive Producer: Marcus Nelson
- Executive Creative Director: Matt Chambless
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