How do you launch a movie-themed scratch-off game for the New York Lottery? With the same approach a film studio premiering a movie in Hollywood would take, of course, beginning with an epic trailer.
Together with McCann New York, the New York Lottery launched the campaign, titled $1,000,000 Premiere, with an edge-of-your-seat :30 trailer for the ultimate whodunnit – a family lottery win celebration turned Clue-style mystery when the winning $1,000,000 ticket suddenly goes missing.
McCann New York turned to the experts, enlisting a handful of Hollywood elites to create the trailer, including internationally awarded director James Gray, known for Ad Astra and The Lost City of Z, and award-winning colorist Alex Bickel of Moonlight, Lady Bird, and If Beale Street Could Talk.
Igniting New Yorkers’ love of cinema, the campaign is filled with movie trailer tropes, including its tagline: Now playing in a store near you.
The narrative launching with the trailer will also continue on the New York Lottery’s social channels, where they’ll periodically drop clues for New Yorkers to solve the ‘Mystery of the Missing Ticket’ throughout the campaign’s run. Watch below:
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The campaign, which began on April 8, will be carried across TV, radio, OOH, print, social and other digital executions.
CREDITS:
CLIENT: New York Lottery
AGENCY: McCann New York
- Sean Bryan & Tom Murphy – Co Chief Creative Officer McCann North America
- Mat Bisher – EVP, Executive Creative Director
- Jason Ashlock – SVP, Group Creative Director
- Dominick Baccollo – SVP, Group Creative Director
- Dan Kim – SVP, Group Creative Director
- Annie Elliott – Creative Director
- Nathy Aviram – Chief Production Officer
- Chance Bassett – VP Executive Producer
- Eric Johnson – SVP, Music Producer
- Dan Gross – Music Producer
- Jamie Jou – Music Business Manager
- Natalie Hernandez – Business Manager
- Danielle Korn – EVP Head of Talent Partnerships
- Kimberly Kress – SVP Director Talent Partnerships
- Gordon Corte – Talent Manager
- McCann New York
- Nikki Maizel – EVP Executive Account Director
- Caroline Fuller – SVP Group Account Director
- Molly Vossler – Account Director
- Carolyn Martin – Senior Account Executive
- Ana Gonzalez – Account Executive
- Michael Gonzalez – Project Manager
- McCann New York
- Laura Frank – SVP, Group Strategy Director
- Emily Brown – VP, Strategy Director
- Grace Freeman – Associate Social Strategy Director
- Jordana Judson – Community Manager
PRODUCTION COMPANY: Superprime
- Director: James Gray
- Head of Production: Matt Sanders
- Executive Producer: Charlotte Woodhead
- Line Producer: Lisa Ruffler
- Director of Photography: Sean Porter
- Production Designer: Happy Massee
EDIT: MackCut
- Editor: Gavin Cutler
- Executive Producer: Gina Pagano
- Assistant Editor: Megan
AUDIO: MackCut
Mix by: Sam Shaffer
