The New York Lottery, today launched two brand-new advertising campaigns to support and drive awareness for their new summer scratch-off games with the help of advertising agency, DDB New York (www.ddb.com). The new games - Black Diamond Riches and Three Millionâ are available to play now through the month of June. The campaign launching today, will include TV, radio, digital, and out-of-home advertisements.
The tongue-in-cheek TV spot for Three Million, âBreaking the Newsâ features parents who sit their children down to break some life changing news. It appears in an attempt to keep things exciting in their relationship, mom and dad have unexpectedly become⦠unplanned millionaires. The spot encourages gamers to keep things in their life exciting by playing for a chance to win up to $3,000,000.
The Black Diamond Riches out-of-home ads (pictured below), created by Eric Drooker, frequent illustrator for The New Yorker, feature everyday New Yorkers mining for riches in everyday situations like the library, the Laundromat and a diner to inspire consumers to âMine for Millions Anywhereâ by playing Black Diamond Riches. These OOH ads will run exclusively in New York City, along with point-of-sale posters throughout the state.
Each scratch-off game provides multiple chances of winning and incorporates the greater NYL tagline: Hey, you never know ®
Category: Public interest
Client: New York Lottery
Agency: DDB
Production: Station Films
Country: United States of America
Black Diamond Riches
Out of Home Credits:
Chief Creative Officer: Matt Eastwood
Executive Creative Director: Menno Kluin
Group Creative Director: Mike Sullivan
Group Creative Director: Rich Sharp
Copywriter: Rodrigo de Castro; Nick Morgan
Art Director: Joao Unzer; MyTran Dang
Designer: Juan Carlos Pagan
Artist: Eric Drooker
Project Manager: Julie Evcimen
Print Producer: Christie Dwyer/Joan Elsesser
Art Buyer: Carol Brandwein/Jane Piampiano
Retoucher: John Cason
Group Account Director: Leo Mamorsky
Management Supervisor: Kelly Gorsky
Account Supervisor: Heather Olson
Account Executive: Kemi Adewumi
Account Executive: Tarina Hesaltine
Radio Credits:
Chief Creative Officer: Matt Eastwood
Group Creative Director: Mike Sullivan
Group Creative Director: Rich Sharp
Copywriter: Nick Morgan
Head of Production: Ed Zazzera
Executive Producer: Walter Brindak
Business Manager: Kelly McCann
Production Company: Mr. Bronx
Three Million
TV Credits:
Chief Creative Officer: Matt Eastwood
Executive Creative Director: Menno Kluin
Group Creative Director: Mike Sullivan
Group Creative Director: Rich Sharp
Copywriter: Oscar Muller/Daniel Paredes
Art Director: Michael Kushner
Head of Production: Ed Zazzera
Executive Producer: Walter Brindak
Business Manager: Kelly McCann
Group Account Director: Leo Mamorsky
Management Supervisor: Kelly Gorsky
Account Supervisor: Heather Olson
Account Executive: Kemi Adewumi
Account Executive: Tarina Hesaltine
Director: Harold Einstein, Station Films
Executive Producer: Eric Liney, Station Films
Editor: Chuck Willis, Cutting Room
Executive Producer: Melissa Lubin, Cutting Room
Radio Credits:
Chief Creative Officer: Matt Eastwood
Group Creative Director: Mike Sullivan
Group Creative Director: Rich Sharp
Copywriter : Daniel Paredes
Head of Production: Ed Zazzera
Executive Producer: Walter Brindak
Business Manager: Kelly McCann
Production Company: Mr. Bronx