McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley.
The :30 features a signature song, โSounds Grande,โ as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami).
The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas.
Credits
Client New York Lottery Agency McCann New York Shayne Millington, chief creative officer; Pete Johnson, EVP, executive global creative director; Jacopo Biorcio, Danny Price, group creative directors; Jess Bass, Talia Rapp, creative directors; Maria Useche, Gabby Gonzaga, art directors; Isabella Leon, Kayla Andersen, copywriters; Matt van Leeuwen, EVP head of design; Emely Perez, VP design director; Chocho Han, Inkyung Hur, designers; Crissy Cicco, executive producer; Matthew Silverman, sr. producer; Laura Frank, EVP, executive strategy director; Emily Brown, SVP, group strategy director; Elise Rodriguez, associate strategy director; Kyla Jackson, strategist; Jamie Jou, director of music, BA licensing; Colleen Dahlstrom, sr. music producer; Madison Rowe, jr. music producer; Francisca del Basto, associate creative director (Casanova//McCann); Cesar Davila, copywriter (Cassanova//McCann). Production London Alley Christian Breslauer, director; Sandy Haddad, Matthew Kauth, exec producers; Victoria Pierce, bidding producer; Rob Smyth, line producer; Pierre Cailliarec, AD; Federico Tamburini, DP; Kristen Vallow, production designer. Editorial London Alley Ivan Ovalle, postproduction supervisor; Luis Caraza, editor; Chloe Scrushy, Tanner Jackson, assistant editors. Sound Sonic Union Rob McIver, sound mixer; Alex Thiel, assistant engineer; Justine Cortale, studio director; Gina Petrarca, producer. VFX Mathematic Hadi Dahrouge, exec producer; Vincent Blin, VFX supervisor; John Ashby, VFX supervisor (on-set); Minh Ly, Jeremy Dumetre, VFX producers; Albin Gueheneuc, VFX coordinator. Color Company 3 Matt Osbourne, colorist; Shannen Troup, producer. Music Jingle Punks Matt Chambless, executive creative director.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
โThe Clubโ campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
