When it comes to playing the New York Lottery, folks have their favorite numbers. Lucky numbers. Birthdays. Anniversaries. With the newly re-branded Twice Daily Games from the New York Lottery, those players now have two chances a day to play their numbers. Win4, NUMBERS and Take 5 are easy to play draw games.
To encourage players to “Spend More Time with Their Numbers,” McCann New York brought those numbers to life in this :30 spot directed by Aaron Ruell of Sanctuary Content. The spot features New Yorkers hanging out with their numbers in routine yet charming situations. But in this case, those numbers are larger-than-life, multi-colored, furry creatures. The story is a simple demonstration of the excitement Twice Daily Games can add to the everyday.
Credits
Client New York Lottery Agency McCann New York Mat Bisher, Jason Ashlock, Dom Baccollo, Noah Benezra, Antony Rush, Alec Reda, Lyns Descardes, Annie Elliott, Dan Kim, Mikey Bready, creative; Aaron Kovan, Chance Bassett, Andrea Kaye, Cindi Blondell, production; Laura Frank, Emily Brown, Grace Freeman, Rebecca Krevat, Jordana Judson, strategy; Eric “DJ Bunny Ears” Johnson, Colleen Dahlstrom, Madison Rowe, music. Production Sanctuary Content Aaron Ruell, director; Jeffrey Kim, DP. Production Craft Editorial No6 James Duffy editor. Music Duotone Audio Post Sonic Union Color Company 3
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
