The New York Lottery’s first major campaign since quarantine celebrates the great State of NY while inspiring some serious hometown pride. The New York Series Scratch-Off Game includes five tickets each of which features a New York icon—from the Brooklyn Bridge to Niagara Falls and beyond. In a first for the Lottery-agency partnership, McCann New York worked with local New York artist, Vi Luong, to design the tickets from the ground up. Intricate black and white drawings and detailed line art reflect a more minimalist yet stunning approach—an eye-popping departure from the typical multi-colored Scratch-Off.
“All Aboard,” a magical, animated film brings the tickets to life. Directed by Yves Geleyn from the Hornet studio, it whisks viewers away on a flying train ride across the state, and features an updated rendition of the timeless song, “Autumn in New York.” Autumn always renews a love of New York, and the ticket launch corresponds with this moment inspiring New York pride.
Credits
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, SVPs, group creative directors; Emily Salas, Tyler Gonerka, creative directors; Noah Benezra, sr. writer; Antony Rush, sr. art director; Nathy Aviram, chief production officer; Andrea Kaye, SVP executive integrated producer; Mackenzie Reif, producer; Eric Johnson, SVP, executive music producer; Laura Frank, SVP, group strategy director; Emily Brown, VP, strategy director; Grace Freeman, sr. social strategist; Jordana Judson, community manager. Ticket Artist Mister Vi Production Hornet, New York Yves Geleyn, director, storyboard artist; Hana Shimizu, managing director, exec producer; Greg Bedard, head of production; Kristin Labriola, head of creative development; Dez Stavracos, sr. producer; Anita Chao, editor; Olivia Sack, Noah Rauchwerk, assistant editors; Annalee Walton, associate producer; Nico Benenati, production coordinator; Natalie Labarre, art director, storyboard artist, character designer; Tavet Gillson, art director, environment designer, 2D animator, compositor, motion design; Vi Luong, Song Kang, environment designers; Nicola Coin, environment designer & compositor; Fred Gardner, train layout design; Aga Kubish, additional design; Maxime Jouniot, Hyo Bin Kang, Dahui Wang, Sami Healy, Adam Bohorquez, Janelle Feng, 2D animators; Jordan Scott, motion design, compositor; Seongjin Yoon, motion design, compositor; Bil Thomson, compositor; Richard Lampasone, additional compositing; Winnie Feng, CG pre-viz; Maxime Jouniot, CG train. Music Human, bicoastal Andrew Bloch, creative lead; Morgan Visconti, creative lead & arrangement; James Dean Wells, exec producer; Maya Solovey, singer, English & Spanish; new rendition of "Autumn in New York" Audio Sonic Union, New York Steve Rosen, mixer; Miriam Hyman, VO artist, English; Joel Perez, AVO artist, English; Nicole Betancourt, VO artist, Spanish; Gabriel Gutierrez, AVO artist, Spanish; Paul Weiss, GSTV mix engineer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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