NEW YORK LOTTERY:
CAN YOU IMAGINE?
The first brand repositioning campaign in over a decade. The new platform taps into all the places our minds go when we dream about winning the lottery, and invites New Yorkers to imagine those dreams becoming reality.
With print and digital placements all over New York, we encouraged New Yorkers
to let their imaginations run wild whenever they play the lottery.
With our media buy, we launched the campaign in unexpected ways, and places.
Like a puppy mural in SoHo.
We even activated with a luxury cars stunt on Billionaire's Row.
And really let our imaginations get the best of us for radio.
THE TEAM
CW: Caroline Noonan & Kayla Andersen & Rebecca Deitch
ADs: Makenna Bortells & Gabby Gonzaga & Alessandra Castro
ACDs: Julia Waicberg & Sam Aldeborgh
CDs: Jess Bass & Talia Rapp
ECDs: Cuanan Cronwright & Leo Barbosa