How do you launch a movie-themed scratch-off game for the New York Lottery? With the same approach a film studio premiering a movie in Hollywood would take, of course, beginning with an epic trailer.
Together with McCann New York, the New York Lottery launched the campaign, titled $1,000,000 Premiere, with an edge-of-your-seat :30 trailer for the ultimate whodunit – a family lottery win celebration turned Clue-style mystery when the winning $1 million ticket suddenly goes missing.
McCann New York turned to the experts, enlisting a handful of Hollywood elites to create the trailer, including internationally awarded director James Gray, known for the features Ad Astra and The Lost City of Z, and colorist Alex Bickel of Moonlight, Lady Bird, and If Beale Street Could Talk.
Igniting New Yorkers’ love of cinema, the campaign is filled with movie trailer tropes, including its tagline: “Now playing in a store near you.” The narrative launching with the trailer will also continue on the New York Lottery’s social channels, where they’ll periodically drop clues for New Yorkers to solve the ‘Mystery of the Missing Ticket’ throughout the campaign’s run.
CreditsClient New York Lottery Agency McCann New York Sean Bryan, Tom Murphy, co-chief creative officers, North America; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, Dan Kim, SVPs, group creative directors; Annie Elliott, creative director; Nathy Aviram, chief production officer; Chance Bassett, VP, executive producer; Eric Johnson, SVP, music producer; Dan Gross, music producer; Laura Frank, SVP, group strategy director; Emily Brown, VP, strategy director; Grace Freeman, associate social strategy director; Jordana Judson, community manager. Production Superprime James Gray, director; Matt Sanders, head of production; Charlotte Woodhead, exec producer; Lisa Ruffler, line producer; Sean Porter, DP; Happy Massee, production designer. Editorial MackCut Gavin Cutler, editor; Gina Pagano, exec producer. Audio Post MackCut Sam Shaffer, mixer. Color Color Collective Alex Bickel, colorist.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More