This New York Lottery game will lift every bacon lover’s spirits

(New Yorkers are waking and smelling the wins)

There’s something delicious (yeah, we went there) coming to New York Lottery retailers. It’s a new Scratch-Off Game called BACON! Yes, glorious bacon!

To launch the new lottery ticket, McCann New York cooked up a campaign that pays homage to everyone’s favorite food. The smokey, salty smell of bacon is calling New Yorkers to Wake Up and Smell the Win.  

The centerpiece of the lottery campaign is an enchanting spot called, “Early Riser.” Directed by Conor Byrne from M ss ng P eces, it tells the story of a New Yorker who is magically awoken and carried through the air, out of his home, and through the streets by a mouthwatering aroma.

Spoiler alert, it’s Bacon! It was shot all in-camera both in-studio and on location in New York, using a specialized rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell. Watch the new lottery work below:

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The lottery campaign is being supported with promotion across the New York Lottery’s social and digital channels. Fans are invited to Wake Up and Smell the Prizes by signing up for early morning prize alerts delivered to their email inbox every morning during October.

The 30 earliest risers to check will be awarded with weekly Bacon Boxes filled with bacon-themed items ranging from frying bans to bacon air-fresheners—and they’ll be entered for a chance to win the $10,000 grand prize. 

The Wake-Up and Smell the Win lottery campaign will live across TV, online, social, a digital experience, e-newsletter, retail, radio, OOH, print, and direct mail executions from September 7th, 2021 to October 31st, 2021. The Bacon! promotion runs from September 29th to October 30th, 2021. 


AGENCY: McCann New York 

  • Sean Bryan & Tom Murphy –  North American Chief Creative Officers
  • Mat Bisher –  EVP, Executive Creative Director
  • Jason Ashlock – SVP, Group Creative Director
  • Dominick Baccollo – SVP, Group Creative Director
  • Noah Benezra – Senior Writer
  • Antony Rush – Senior Art Director
  • Nathy Aviram – Chief Production Officer 
  • Aaron Kovan – EVP, Chief Production Officer NY
  • Donna McCracken – SVP, Executive Producer
  • Chance Bassett – VP, Executive Producer
  • Katie Boyko – Senior Producer
  • Kelly Krincek – Junior Producer
  • Natalie Hernandez – Business Manager
  • Eric Johnson – SVP, Executive Music Producer
  • Jamie Jou – Business Manager Music
  • Nikki Maizel – EVP, Executive Account Director
  • Caroline Fuller – SVP, Group Account Director
  • Hanna Cannell – Account Supervisor
  • Christina Harman – Senior Account Executive
  • Laura Frank – SVP, Group Strategy Director
  • Emily Brown – VP, Strategy Director
  • Grace Freeman – Senior Social Strategist
  • Rebecca Krevat – Social Strategist
  • Jordana Judson – Community Manager 
  • Connor Byrne – Senior Project Manager
  • Katie Landkamer – Project Manager

Production Company: M ss ng P eces

  • Conor Byrne – Director 
  • Tyler Byrne – Producer 
  • Ari Kuschnir – Managing Partner, Founder 
  • Kate Oppenheim – Managing Partner
  • Brian Latt – Managing Partner 
  • Dave Saltzman – Executive Producer, Partner 
  • Edward Grann – Executive Producer 
  • Rebecca Davis – Head of Production 

EDIT: Cosmo Street

  • Craig Deardorff – Editor
  • Maura Woodward – Executive Producer
  • Anne Lai – Head of Production
  • Amanda Slamin – Senior Producer

Rob Sayers – Mix at Sound Lounge 

VFX House – Ntropic

  • Head of Production – Veronica Ware
  • Sarah Steinbach – VFX Producer
  • Charles Quinn – VFX Supervisor, Lead Compositor
  • Ariana Kolitsopoulos – Compositor
  • Ralph Scaglione – Compositor
  • Björn Ahlstedt – FX, Motion
  • Color Executive Producer – Will Mok


  • Song – Kitten Love
  • Album – Pets & Compagnie 
  • Artist – APM Music
  • Composer – Julien Vega 
  • Publishing – Cezame Metro Park 

Audio: HoneyMix

  • Matt Harrington – VO Artist, English and Spanish
  • Cornell Womack – AVO Artist, English 
  • Frank Rodriguez – AVO Artist, Spanish

Bacon! Promotion

  • Christine Lane, SVP Executive Director 
  • Eric Shober, Executive Producer
  • Mark Deradorian-Delia, Senior Producer
  • Diane Knarr, Sr. Technical Digital Producer
  • Charlotte Popper, Digital Producer
  • Megan Ohr, UI Designer
  • Annie Panousopoulos, UX Architect 
  • Anthony Pelkey, Digital Account Executive


  • Jan Cruz, Tech Lead – Web Apps
  • Rich Goldstein, Executive Digital Producer
  • Alex Woods, Digital Producer 
  • Mario Villaquiran, Production Coordinator 
  • Gerson Mejia, Developer
  • Faiza Islam, Senior QA Engineer 
  • Puneet Oberoi, QA Engineer
  • Shawn Fisher, QA Engineer