Lottery advertising often gravitates to the luxury items money can buy–the so-called good life replete with upscale cars, homes, diamonds and other extravagances. But McCann NY took a different turn for the New York Lottery’s Cash4Life game–showing that good fortune in the lotto can free people to spend time doing what makes them truly happy.
In this launch film directed by Derek Cianfrance of RadicalMedia, we meet a man who spends the time he won volunteering with rescue dogs.
Other films, as well as print, digital and social efforts, will show more ways New Yorkers would spend their days–not their dollars–if they won Cash4Life’s top prize of $1,000 a day for life, and invite us all to imagine how we’d spend ours.
Credits
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, co-chief creative officers; Matt Bisher, Dan Donovan, executive creative directors; Geoff Bentz, Nic Howell, creative directors; Nathy Aviram, chief production officer; Chance Bassett, sr. producer; Eric Johnson, executive integrated music producer; Dan Gross, music producer; Mike Medeiros, executive strategy director; Laura Frank, strategy director. Production RadicalMedia Derek Cianfrance, director; Bob Yeoman, DP; Gregg Carlesimo, exec producer; Alex Orlovsky, line producer. Editorial MackCut Ian Mackenzie, editor; Gina Pagano, post producer. Color Company 3 Tom Poole, colorist. VFX Schmidigital Music “Give Back For Life” – Future Perfect; “Have Fun For Life” – Nylon
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
