The New York Lottery’s X Series’ family of Scratch-Off tickets can multiply your win. So, to announce the X Series’ biggest ticket drop yet, our friends at McCann are introducing New York to another family of winners: The Monteros.
The Monteros like to multiply their wins. They’re ten-time Regional Yo-Yo Champions. They’re twenty-time Blue Ribbon Yodelers. They win at everything, even staring contests. And, they have a room filled with a great multitude of trophies to prove it. The Montero family is the embodiment of the X Series family of Scratch-Offs—even their choice of wardrobe matches the color of the new tickets. Watch below:
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Up-and-coming, Young Director Awardee, Cloe Bailly, brought the spot to life with her keen eye for production design and cinematic storytelling.
The campaign will be carried across TV, radio, OOH, print, social and other digital executions from January 6 to March 27.
CREDITS:
CLIENT: New York State Lottery
Agency: McCann New York
- Dom Baccollo – SVP, Executive Creative Director
- Jason Ashlock – SVP, Executive Creative Director
- Rene Delgado– Associate Creative Director
- Kassandra Pollard – Associate Creative Director
- Nikki Maizel – EVP, Executive Account Director
- Molly Vossler – VP, Account Director
- Christina Harman – Senior Account Executive
- Ana Gonzalez – Account Executive
- Katie Boyko – Executive Producer
- Ann-Marie Abril – Senior Project Manager
PRODUCTION COMPANY: Caviar LA
- Director: Cloe Bailly
- Managing Director: Michael Sagol
- Executive Producer: Kim Dellara
- Head of Production: Cat Cravens-Griffiths
- Producer: Jose Barrios
- Production Supervisor: Alex Giotopoulos
- Production Designer: Madison Lee Hatch
- DOP: Daisy Zhou
- Wardrobe stylist: Young ah Kim
EDIT: No6
- Executive Producer: Corina Dennison
- Head of Production: Laura Molinaro
- Editor: Ryan Bukowski
- Assistant Editor: Renn Cheadle
- Producer: Elizabeth Gelhar / Martino Baltiero
CONFORM/VFX: No6
AUDIO MIX: Sonic Union
Mixer: Paul Weiss
TELECINE: Nice Shoes
Colorist: Maria Carretero
Music: JSM
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