The New York Lottery just kicked off a
brand platform and campaign: “Can You Imagine?”
The creative by McCann New York is geared to younger demographics, complete with a new logo and tag. The work is the brand’s first
major campaign in nearly a decade.
The new “Imagine” tag connects all options, including Scratch-Offs and Draw Games.
The campaign runs across TV, OLV, radio,
streaming audio, OOH, print, digital, social, retail and sponsorships, with a city presence across transit and large-scale placements.
Two 30-second spots are directed by the award-winning duo Los Perez (Biscuit) and complemented by nine photographs by Todd Antony.
Chief
Creative Officer, North America: Britt Nolan, told Agency Daily: “We built a visually distinctive identity and playful, surreal content meant to capture a mental shift where an everyday
moment suddenly tilts into possibility.”
McCann New York’s roster includes Xbox, Chevrolet and Mastercard.
Annual gross sales for the New York Lottery are an estimated $10
billion. Net revenue is legally mandated to support public K-12 education in the state.
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